... and shouldn't they be looking on the web instead?

I was thinking about this the other day, and as long as the wording was done correctly, you could do something like this completely legally.

Have a whole site with information about the fires, etc. Death toll, acres burned, etc. Then you have a page that invites people to donate to those in need and put in a little notice that "those in need" does not necessarily refer to fire victims. Then funnel all the cash from those people still silly enough to donate money to you, right into your bank account. Hey, you're in need....of a new TV.

As long as you didn't claim to be collecting donations FOR THE FIRE VICTIMS, it seems to me you could do something like this quite legally.

Yeah, I'm a sick bastard. I know.

Liar liar pants on fire!