Getting Smart About Donating to Haiti
We’re now almost two weeks into the devastation of Haiti. Did we apply lessons learned from past disasters in China, Indonesia, and New Orleans?
Well, only time will tell for sure.
But we’ve already seen immediate involvement from the public and corporations alike. According to the U.S. Chamber of Commerce, 44 companies—including GE, Microsoft, and Coca-Cola—have pledged $1 million or more a piece as of this past weekend. That number is likely to grow.
Of course, what excites me most is the sophistication with which the public is viewing Haiti support efforts. We’re not just rushing to donate as much as we can; we’re really starting to think critically and subtly about our own as well as corporate involvement.
How to give. Our first instinct is to donate money, and our second instinct is to donate goods such as blankets, clothing, food. But in cases like these, donating materials can cause a logistical nightmare, and it could be weeks before they reach those who need help most. Money will go furthest, but there’s still room for donated supplies. Drug maker Abbott Laboratories has pledged to provide $1 million in humanitarian aid, including donations of medicines and nutritional products.
Matching. I recently read some criticism of Overstock.com for the way they’ve responded to the Haiti crisis. They prompt buyers to add a $1 donation to Haiti at the end of a purchase transaction, but Overstock.com itself is not donating any money nor are they matching donations. It’s a prime example of a company cashing in on public sympathy for Haiti without actually taking an active role. Many companies, like Tyson Foods, are matching employee donations up to a certain amount for Haiti relief efforts.
Transaction fees. Credit card companies and mobile carriers have come under attack for profiting from online and text donations made to Haiti. Many of these corporations have since changed eliminated transactional fees for Haiti donations, but the public is still wary, and rightly so. But then there are companies like T-Mobile and Verizon that have waived charges for all calls to and from Haiti. Skype has sent $2 vouchers to all of its customers in Haiti, allowing them to make up to one hour’s worth of calls to the United States.
Donating and cashing in. The travel and hospitality industry has some great ideas about how to motivate customers to give. American Airlines now has a deal giving customers a one-time award of 250 bonus miles when you donate a minimum $50, or 500 bonus miles for a donation of $100 or more to the American Red Cross through the AA site. Similarly, Starwood Hotels is letting its customers transfer their Starpoints as a donation to the American Red Cross. 4,000 points = $50, 800 points = $100 donation, 12,000 points = $150 donation, 16,000 points = $200 donation.
