Don't get me wrong here, I am not defending the society, however any assistance they can provide will be good. As they say, let's not 'look a gift horse in the the mouth'. Any disaster like this provides a tremendous PR opportunity for them. Don't forget, they can muster a lot on manpower on short notice so they do have an advantage.
You are right, the vast majority of their assistance will go to JW's, but others will benefit. They won't pass up an opportunity to 'give a witness' you know.