MADISON, Wis. -- Many groups are collecting money for relief efforts in Haiti following the major earthquake, but Consumer Protection officials said that many scammers are using the devastation and the images to grab the attention of unsuspecting people who just want to help.

Brian Cain and his wife, Sarah, started the nonprofit group Health Ministries for Haiti. They travel to Haiti twice a year.

"We go down there to provide medical missions and we're starting a sponsorship program at an orphanage that has approximately 90 kids there," Brian Cain said.

To continue their effort, especially in the earthquake's aftermath, Cain said he is depending on the generosity of others.

"If people would like to donate, 100 percent of that money goes directly to either the medical clinic or the orphanage," Cain said.

But not every organization linking itself to Haiti is legitimate, according to Janet Jenkins, of the Wisconsin Department of Agriculture, Trade & Consumer Protection.

"We've seen in the past that there are many either totally fake charities or charities that will give 1 cent on the dollar," Jenkins said. "It's not difficult to set up a fake charity given the kind of technology we have these days. It's very simple."

Jenkins said the state hasn't gotten any complaints about Haiti charity scams yet, but she said it's easy to become a victim of a scam.

"Particularly if you get a phone call you need to be really careful, because you have no idea who is actually calling," Jenkins said.

The state said some scammers are using what is called "Caller ID spoofing," which is a card or device that allows someone to change what name or number appears on a Caller ID.

So, someone could look at the Caller ID and think it's a legitimate organization when in fact it is not. In these instances, experts said people should look up the name of the organization and call it themselves.

Jenkins is urging people to be extra vigilant and report the fakes so that the organizations really making a difference can get the help they need to the people who desperately need it.

Consumer Protection officials are giving some advice for donating to relief efforts.

Officials said people should always deal with a known, trustworthy source.

People should ask questions about the charity and where the money will go. Officials said people can request more information by mail because most reputable charities have materials they can send.

Officials recommended that people use a credit card for donations because they have some added protection from their credit card company.

Also, people should never give out their bank information, officials said.