American Red Cross here, he never imagined the demands that would be placed on the organization and himself as a result of the terrorist attacks of September 11.

But as the former chief executive officer of the St. Louis chapter of the Red Cross, Mr. Farley had dealt with crises before, such as raising funds for services to help victims hit by Hurricane Fran in 1996. And in his new position, he has helped spearhead a massive fund-raising effort to support a disaster-relief operation unlike any other in the nation’s history. In the first two weeks after the disaster, more than $200-million has been raised.

Mr. Farley, 52, officially started as vice president of chapter fund raising just three weeks before the tragic events in New York, Northern Virginia, and Pennsylvania. He has barely had a chance to settle into his new hometown, since his family hasn’t yet moved from St. Louis and he tries to visit them on weekends. He admits it is a difficult time to be away from his wife and daughter.

In simpler times, his job would consist of helping the 1,050 local Red Cross chapters raise money by coordinating appeals and donor acknowledgments and by providing other guidance and support, such as research on major philanthropists and companies that might be willing to give to a local chapter.

His job hasn’t changed because of the attacks, but it has become more focused on helping the national Red Cross office work with its chapters to deal with the overwhelming public response in donations.

Mr. Farley says keeping track of the money is difficult. He emphasizes that the donations flowing into the disaster-relief group from around the country must support the causes they were intended for. The American Red Cross has hired the accounting firm KPMG Consulting to monitor the finances and ensure good bookkeeping.

For 15 years, Mr. Farley has raised money for a wide variety of organizations. He served as a fund raiser for arts organizations in Portland, Ore., and St. Louis, and oversaw major and planned gifts for the University of Missouri at St. Louis. In 1995, he started working as the development director for the St. Louis chapter of the American Red Cross and eventually became its chief executive.

However, none of those previous jobs can equal the experience of his new position, Mr. Farley says. In the midst of the flood of support for victims of the terrorist attacks, Mr. Farley discussed joining the American Red Cross at such a turbulent time.

How have American Red Cross operations changed since the terrorist attacks of September 11?

What’s really changed for us is, on the service level, we are seeing real critical needs emerge from this particular kind of disaster that we really haven’t experienced either on the scale we are currently experiencing or the kind of service we are providing. For example, we have an enormous demand in communities across the country for mental-health counseling and spiritual counseling to families who may not be directly involved in the consequences of this but whose children witnessed these images night after night on television. What ensues is a whole experience of anxiety that is associated with this and feelings of lack of security and discomfort. How to manage that and what messages and support can we provide as the Red Cross to these communities is of crucial concern. That’s on top of all the things that we do directly in those communities that have been affected by this disaster and for those loved ones and friends of those victims of these terrorist attacks.

From a fund-raising perspective, this is really the day of the Internet where individuals across the country can connect and express their interest and support for the relief operations of the Red Cross in a way we’ve never seen before. That’s really one of the extraordinary things of this contemporary day of disaster-service delivery.

What are you doing in your new position as vice president of chapter fund raising?

I’ve been trying to be very conscientious in connecting with field units of chapters across the country in terms of helping facilitate the gifts of the donors that come to chapters to help the national disaster-relief effort. The demand upon us is to coordinate with companies that have multiple locations in communities across the country. There’s also a real responsibility towards the stewardship of the gifts we receive in being true to the intent of the donors and also to provide assurances our accounting of the funds is really transparent.

Are local Red Cross chapters raising money for the relief efforts?

Yes they are. We feel that a way of coping with this tragedy is through philanthropy, and the Red Cross is very much interested in providing opportunity for anyone who is interested in participating in the recovery effort.

How did you learn of the attacks?

I was in the American Red Cross office in the morning and went up to the president’s office. There my colleagues were gathered around the television watching this play out in real time, which was absolutely horrifying.

How did the American Red Cross office react?

We were really stunned. But for the past few years the Red Cross has become aware of this new day of weapons of mass destruction and has been making plans to ready ourselves to respond to such incidents should they occur. It was horrifying to witness in real time an actual act of weapons of mass destruction, in this case airplanes being used as the weapons to destroy people. It was incomprehensible, but the day has come where it has taken place. We’ve said it was not a matter of if but when, and indeed “when” happened September 11. Fortunately we’ve been making preparations throughout our Red Cross community to be responsive to the situation.

What are those preparations?

Understanding the nature of a mass-destruction event. How it’s different than other events in terms of mass casualties and the trauma it inflicts on the population witnessing the event and the whole spiritual and mental-health component. And, of course, the requirement of being able to mobilize thousands of trained personnel across the country in a moment’s notice.

What will make you an effective fund raiser for the American Red Cross?

One is my experience at the St. Louis area chapter in the field. I have been fortunate enough to have worked with really incredible people in chapters across the country doing fund raising to support local programs and services.

And secondly, my ability to develop strong relationships with funders, donors, corporations, foundations, and institutions. Relationship building is key to successful fund raising, and that combined with the experience in the field brings some good experience for success.

What do you consider your greatest professional accomplishment?

I would have to say participating in this very moment. This is an incredible moment in this country’s history and an incredible moment for the Red Cross to be engaged in such a relief activity. To be one of the several colleagues here shaping our response to this disaster and connecting with the American public is by far the most incredible experience I’ve ever had.

ABOUT MICHAEL D. FARLEY, A SENIOR FUND RAISER AT THE AMERICAN RED CROSS

EDUCATION: Earned a B.A. in political science from Loyola Marymount University in Los Angeles in 1970; earned an M.A. in political science and urban affairs from St. Louis University in 1974; accredited as a certified fund-raising executive by the Association of Fundraising Professionals.

PREVIOUS EMPLOYMENT: Mr. Farley has worked as a lobbyist for Common Cause in Oregon and an assistant superintendent for parks for the city of Portland, Ore.

FIRST VOLUNTEER EXPERIENCE: As a college student, Mr. Farley volunteered to organize campus activities for a campaign that successfully elected the first black school superintendent of Los Angeles.

PERSONAL LIFE: Married, with a 17-year-old daughter.