The Email Humanitarian Effort
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, 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.
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.