A Givealittle page for Julie and Dan Gordon and their three children has been set up by family friend Kazmera Sellers, of Milton, and a local radio station is encouraging people to make donations at Balclutha shops.
Ms Sellers said the Gordons were ''always giving, they are always willing to help out.
''Now it's time for all of us to help them.''
Milton Volunteer Fire Brigade Deputy Chief Fire Officer Robbie Philip said he felt terrible for Mr Gordon, who was standing outside the burning Circle Hill farmhouse when crews arrived.
''It must be one of the hardest things ... to stand there and watch it unfold in front of you and there's nothing you can do.''
Last night the Givealittle page had raised $1685.
Donations can also be made at Roots the Beginning and Stirling Sports in Clyde St in Balclutha.
The Gordon family declined to speak to the Otago Daily Times yesterday.
