As we all know on March 11th, Japan was hit by an unprecedented disaster, causing many people to think about what they could do to help the stricken regions deal with their immense losses. Individuals, charities and companies donated time, money, supplies, and effort, but as the needs became clearer companies looked at their own operations and found ways they could utilise their unique infrastructures to help. At the forefront of this emerging trend is Rakuten, the operator of Japan's largest e-commerce site, with a project called "Rakuten Helping Hand of Love".One major problem was that not all of the supplies being sent to the affected regions were actually needed there, so Rakuten offered to create a system to turn people's good intentions into the contributions that were truly needed, so this desire to help would not go to waste. The system involved four steps, finding out from local governments what was needed, finding vendors willing to contribute those supplies at non-profit, buying and donating the goods via a special site within the Rakuten Market, then directly delivering the goods where they were needed.