The death toll from this week's earthquake in Colombia has risen to 254 as rescue crews continue to scour the rubble of collapsed buildings for survivors.The 7.4-magnitude quake rattled western parts of the South American country, with the worst effects being felt in the cities of Cali, Quibdo and Pereira.Roughly 1,600 buildings were reported damaged or collapsed in the aftermath, and more than 2,700 people have been reported missing.Online, families were taking to citizen-run websites to post information about missing loved ones.Among the worst hit areas is Choco, which is one of the poorest and most neglected regions of Colombia, and little is known about the extent of damage there.In Quibdo, the capital of Colombia's Choco department, local official Jenny Rivas said public services and communications "have been virtually shut down."Colombian President Abelardo de la Espriella travelled to Quibdo on Monday night, local time, to assess the damage, where he announced he was mobilising "the entire military and police apparatus" to respond, deploying engineers, rescue workers and search dogs.He announced rental subsidies for those whose homes were damaged while they undergo repairs.The US State Department announced it would provide $US15.5 million ($21 million) for emergency shelter, food and other aid Governments across Latin America also lined up to help.The earthquake came after two back-to-back quakes in June caused widespread devastation and claimed the lives of more than 6,300 people in neighbouring Venezuela.Many Colombians were only beginning to grapple with the disaster's longer-term consequences.Mónica Sánchez owns a small company that makes work uniforms