Bob Lilly Jr. says he’s all out of tears.

For the president of Bob Lilly Promotions (asi/254138), the catastrophic flash floods that ravaged the Texas Hill Country over the Fourth of July weekend, claiming more than 100 lives, are much more than a sad story on the news; they’re deeply personal.

“The Lilly family is in shock over this situation as six of the girls who were lost are from our immediate community,” said Lilly, whose Counselor Best Place to Work distributorship is based in Garland, TX. “We have dear friends whose daughter, niece, granddaughter were lost.”

Lilly has made personal donations to several GoFundMe initiatives and to relief organizations. A company-wide initiative is forthcoming, he said. “It is the most unspeakable tragedy – one that as parents we all dread,” Lilly told ASI Media.

Lilly was among the promo professionals in Texas trying to make a difference in the wake of the terrible floods, which affected six counties in the Lone Star State. The hardest hit was Kerr County, where nearly 90 bodies had been recovered as of the afternoon of July 8, including 56 adults and 30 children.

Among those who perished are at least 27 campers and counselors from Camp Mystic, a Christian girls summer camp on the banks of the Guadalupe River in Hunt, TX, Kerr County.

Senior national correspondent @JMichaelsNews continues reporting from Kerrville, Texas, sharing stories of flood survivors and those who risked their lives to help others. One woman went door to door warning neighbors as the water quickly rose. Watch: pic.twitter.com/ea2lZYR0Lh

— The Weather Channel (@weatherchannel) July 8, 2025

“This isn’t just a natural disaster, it’s a human tragedy that has changed lives forever,” said Jason Lucash, CEO of Austin, TX-based supplier Rupt (asi/84203). “Entire communities have been devastated, and the road to rebuilding will be long.”

Rupt has launched a relief effort to which the firm is encouraging promotional products companies to contribute. Rupt aims to collect and distribute critical supplies to affected families and communities, using its Austin headquarters as a receiving and distribution hub to which essentials like clothing, cleaning products, baby food, pet food, bottled water, batteries, flashlights, tarps, soap, shampoo and more can be sent.

Floodwaters are finally receding in Kerr County and Williamson County, Texas, revealing a landscape dramatically altered by days of relentless storms. https://t.co/tmbJYSDB37 pic.twitter.com/d3Br9hdcFx

— The Weather Channel (@weatherchannel) July 7, 2025

In addition to shipments being accepted at its facility, Rupt is partnering with Lawrence Hanley, CEO of Desk Plants (asi/49451), who is managing an Amazon Wish List that allows people to send needed supplies directly to Austin.

Kati Sportcap & Bag (asi/64140), a family-owned supplier of caps and bags, has also launched an Amazon Wish List to support disaster recovery efforts tied to the floods.

Hygiene items, nonperishable food, baby supplies, children’s toys and crafts, and pet food are among the items being sought. “This devastating flood is being recognized as one of the deadliest and most destructive in Texas history,” the company said. “As a proud member of the Texas community, Kati Sportcap stands in unwavering support of those affected and is committed to helping in every way it can.”

Other Texas-based promo companies are also helping out.

“Our hearts go out to the individuals, families and businesses that have been impacted by the tragic and deadly flooding that took place in Kerr County over the July 4th weekend,” said George Morgan, director of marketing for Houston-based supplier HIRSCH (asi/61005). “HIRSCH has donated directly to the Kerr County Flood Relief, and encourage anyone wanting to help within the industry to do the same.”

Elsewhere, TX Embroidery and Designs said it was donating 100% of the sale of its dog bandanas to the Texas A&M Veterinary Emergency Team, thereby supporting search and rescue dogs and local veterinary efforts in Kerr County. “We are praying for our fellow Texans – parents, children and rescue personnel – impacted by the flooding in the Hill Country,” the company said in an Instagram post.