ING Direct posted a Tsunami Relief Fund button on its main account view page (see above). So far, customers have kicked in $320,000. It's less than a buck an account, but it's still a sizable contribution in total. ING as a company has also pledged more than $1 million.

Lessons

• The donation function is completely integrated, so it couldn't be easier.
• A link is provided to learn more about the organization that will administer the donations.
• Customers get feedback on results, in this case $320,000 raised, so that customers can take pride in the total amount raised.

Note also: The pitch in the middle of the screen (above) to sign up for electronic statements to be entered into prize drawings including a plasma TV. Refer to our Jan. 18 article for more on that sweeps.

-- JB