To attract donations, BBF depends mainly on its reputation, word of mouth and occasional local publicity when one of its 200 annual cargo containers leaves the warehouse for a hot world disaster spot, such as the 2004 Indian Ocean tsunami or, a rare domestic effort, 2005's Hurricane Katrina.

FORBES: Your Charity Dollars at Work

The company's chief executive, Nils Smedegaard, complained of the drop in cargo rates, which are set at semiannual negotiations with clients and through the spot market, as Maersk's biggest problem at the moment.

FORBES: Magazine Article