OUTPOURING OF HELP FROM MEGAFIRMS TO TINY COMPANIES, AID FOR TSUNAMI VICTIMS IS HIGH ON LIST OF PRIORITIES.

Byline: Brent Hopkins Staff Writer

Heeding the call for private funds to soothe tsunami-inflicted wounds, Southern California companies and their employees have opened their wallets in an unprecedented giving spree.

Some pledged millions in outright cash donations. Some harnessed their resources, dispensing staffers and expertise. Some simply gave the call for handouts and placed collection cups next to cash registers.

``The countries affected by this disaster don't have big insurance companies to back them up,'' said Manju Abeysekera, a Sri Lankan native who's raised $15,000 for the Claremont chapter of the American Red Cross. ``Almost 200,000 people have lost their lives, 5 million have lost their homes. I think that we feel so helpless, the only thing we can do is help with the recovery. I've even had little kids sell brownies in the neighborhood, then donate the money to us.''

On a larger scale, The Walt Disney Co. pledged $1 million and asked for employee donations, kicking off with $25,000 apiece from its two top executives. Boeing Co. and Amgen Inc. did the same, donating $1 million each and matching employee contributions dollar for dollar.

``Many of our employees and customers have relatives in that area, so the tsunami has touched many of our people personally,'' said Terry O'Neil, a spokesman for Compton-based Ralphs Grocery Co. ``Most of all, we just believe it's the right thing to do, to help when help is needed.''

The grocery firm has set up donation canisters at its 430 Ralphs and Food 4 Less stores and is asking its 24,000 workers to pitch in, matching their contributions 100 percent. Colton-based Stater Bros. offers a similar program to gather funds.

``When governments give money, it just goes to other governments,'' said David Honda, chairman of the Asian Business Association Valley Online chapter, who's setting up a bank account to take donations and plans to visit the afflicted areas. ``We want to see what we can do as small businesses to actually help families.''

Even tiny companies such as Long Beach's Underground Salon have stepped up to contribute. Owner Thomas Viska and his stylists agreed to donate 100 percent of the profits on retail sales in the first week of January and are considering extending it onward.

``This salon is very tight, so when this came up, everyone was talking about what we could do,'' Viska said. ``We even had some people walk in and donate cash. We've probably got close to $1,000 so far, so it feels really good.''

On top of the $1 million pledged nationally by Kaiser Permanente, the health care provider's Southern California workers have signed up by the hundreds to lend their medical and technical expertise. Employees with relatives in Sri Lanka, Indonesia and India have offered their contacts to match relief plans with the needy.

``The rebuilding effort will take many years,'' said Dinah Dittman, Kaiser's national director of community relations who's coordinating relief efforts. ``We have a long-term commitment to the survivors, so with our ability to respond in the medical field, we want to be helpful.''

The outpouring of support has surprised aid groups. Not since Sept. 11 have donations of cash, services and supplies been offered up so quickly, according to Yevette Ramos, director of development for the Inland Empire Chapter of the American Red Cross. The group will collect donations through the end of the month, already raising $50,000 in just the first few days.

``Whether it's corporate America or you as an individual, (the public) is very generous in times of need,'' Ramos said. ``There's been amazing response.''

Brent Hopkins, [phone]

brent.hopkins(at)dailynews.com

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Photo:

(color) Indonesian citizens press around a U.S. Navy helicopter dropping food and water to them at a village on the island of Sumatra.

Jacob J. Kirk/U.S. Navy