Banking with an altruistic spirit. That's Boston-based Eastern Bank, the country's oldest and largest mutually owned bank. Eastern Bank, which serves about 500,000 customers and operates more than 90 branches in Massachusetts, annually donates 10 percent of its net income to charity. That deep sense of community spirit began in 1818 when the bank was founded to serve people of "modest means" who did not have access to the national banking system.

When planning a birthday recognition program, Eastern Bank thought about different ways it could support its commitment to giving back. Using ExactTarget's email automation capabilities, Eastern Bank launched its first birthday email campaign-with a charitable twist.

The birthday email campaign began by partnering with Birthday Wishes, a local nonprofit that provides birthday parties for homeless children. On the day of a customer's birthday, Eastern Bank sends an email that includes a link to support Birthday Wishes (shown at right). That's it. With each click, Eastern Bank donates $1 to Birthday Wishes.

This simple concept has had an incredible impact.

In the first four months of the campaign's launch, birthday emails received a 42% open rate and an 11.2% click through rate. In just seven months, Eastern Bank's donation to Birthday Wishes has covered the cost of 11 birthday parties (including cake, presents, games, and party bags) for a total of 275 children.

"At Eastern Bank, we have a strong commitment to the people and businesses in our community," said Stephanie Kessler, AVP, Direct Marketing Manager for Eastern Bank. "We could not have served almost 300 homeless children through Birthday Wishes without the ease and automation within ExactTarget Marketing Cloud."

This campaign has received overwhelming support from Eastern Bank customers who have donated, shared their praise of the birthday email campaign over social networks and responded directly to the email itself. With just one click, Eastern Bank and their customers are bringing brighter birthdays to children in need.