Within hours of Saturday’s 7.8 magnitude earthquake that struck Kathmandu, Nepalese-born Prabal Gurung started reaching out to his scores of social media followers and business contacts.

As of Saturday afternoon, Gurung had shared his appeal with his 272,000 Instagram followers, his 182,000 Twitter ones and 120,000 Facebook friends. The company also blasted his message to more than 500 press contacts and retail partners, a company spokesman said. Through an open letter, the designer asked that supporters donate to his organization Shikshya Foundation Nepal, “and we will distribute funds accordingly based on the latest needs on the ground.”

With the death toll at 1,300 and still rising, Gurung wrote, “People are still trapped under collapsed buildings in Kathmandu, and there is no way to accurately guess how many are in need throughout the other cities and thousands of villages at this time.”

Noting that many homes and many of Nepal’s ancient and iconic temples and monuments had collapsed, Gurung said the immediate need on the ground is for medical support, search and rescue, emergency shelters and food and water. He also said he would “provide updates and information regarding the allocation of funds.”