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This chapter expands the focus of the Caring in Crisis study beyond humanitarian communication, by situating it within the broader context of the humanitarian field and the different actors involved. Krause argues that the analysis of humanitarian communication has focused heavily on fundraising. She calls for the need to re-contextualize this analysis by examining the broader sets of practices that link NGOs to UK audiences and the practices that link Western audiences to suffering abroad. This re-contextualization involves considering alternative models to short-term fundraising employed by NGOs, recognizing that communication constitutes only a part of NGOs’ work and that Western audiences learn about and give to those in need, not solely through and as a consequence of their encounter with NGO fundraisers.