The "appeal to emotion" fallacy manipulates an emotional response in place of a logical argument.
Many lives were lost in the tragic events that occurred yesterday morning. Families have been devastated and we are doing our best to overcome this tough time. Please stay tuned and call the number to donate money and be one of our many heroes that have contributed to the cause.
Any commercial or sale is going to involve an appeal to emotion. It is not necessarily "immoral", however, it is also not logical. So just keep it in mind the next time you are advertised to in some way, shape or form. If the people in the example legitimately need the money and you see it fit to donate, by all means, donate. However, nothing was explained as to why the families need money or even what happened. It goes to show that emotion goes a long way when influencing people's decisions.