What happened in Haiti is devastating on so many levels, and you can't venture far from your favorite media channel without hearing updates and news. Generosity and support are pouring in around the world, and some email marketers are using their email marketing communications for this humanitarian effort. Kudos to you for recognizing that every email you send doesn't have to include a coupon or a discount. Sometimes, more brand equity can be derived from what you do and how you leverage your marketing spend during these times. While I am sure (or hope) that many companies are making their own contributions, the following are three notable efforts that are worth checking out.
American Express
American Express is allowing members to convert points to dollars to aid the Haiti Relief Effort. For every 1,000 points you redeem, American Express will donate $10, with no limit or cap (depending on whether you have the points in your account, of course!).
Trip Advisor
Trip Advisor, as a visible part of the travel and hospitality industry, has sent notification to its email subscribers providing a list of viable organizations to support in the relief effort. In addition to its encouraging words of support, the company has provided an invaluable resource to those who want to help but may not know which legitimate organizations are providing assistance.
MercyCorps.org
This is the one that might be a little obscure, since it isn't necessarily a big brand name sending mass amounts of email. However, this organization is providing a unique service that helps individuals to raise funds for the relief effort. I received a LinkedIn message from a colleague of mine interested in leveraging his social clout to raise awareness and support. Right now, jenn.svobo has raised $200 for earthquake relief in Haiti -- how about you?
The point? That not all email marketing efforts need to be marketing efforts. Sometimes you can have the biggest impact on your brand and your business by just being nice.
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