Hawaiian nonprofit plan ends program

By Debbie Sokei
Advertiser Staff Writer

Hawaiian Airlines has quietly discontinued its Akamai Awards program that was designed to help nonprofits. Advertiser library photo

Hawaiian discontinued the program last year, but plans to replace it with a similar program later, said Keoni Wagner, Hawaiian Airlines spokesman.

"The feeling was that the program was too broad and thin to really make the kind of impact in the community the company originally wanted to make," Wagner said.

Under the Akamai Awards program Hawaiian offered a 10 percent match of any bonus miles designated by members to a nonprofit or school of their choice, Wagner said.

The program, which has more than 500 nonprofit organizations and schools, started three years ago. However, only about six members are actively using their miles, said Richard Peterson, the airline's senior director of E Business & Marketing programs.

"The new program will benefit a smaller group of charities to a greater degree," Peterson said.

Hawaiian, which filed for Chapter 11 reorganization in March, as well as other carriers offering frequent flier miles don't make money from seats earned by frequent fliers.

As the industry continues to recover from the effects of the Sept. 11 attacks, major carriers have shifted to smaller planes, eliminated routes and restricted the use of such bonus miles.

Wagner declined to disclose the amount of miles Hawaiian has awarded over the years. However, the new program may offer more miles, he said.

Aloha Airlines doesn't have a similar program for nonprofit organizations and schools, said Stu Glauberman, spokesman for the airline.

Reactions to Hawaiian's decision to cancel the program were mixed.

Michelle Morihara, director of the Boys and Girls Club of Hawai'i, said she is disappointed the airline is cutting the program.

The club was able to send two employees to the Mainland to attend training sessions using program miles, Morihara said. The free miles saved the club $650 in airfare, she said.

"Now, we have to budget accordingly," Morihara said. The club may have to divert money intended for other uses to cover travel.

"Any program monies we can keep for the kids is good," she said.

Easter Seals Hawai'i joined the program a year ago but nobody has donated miles to the agency, said Bob Moore, chief financial officer of Easter Seals.

Moore said Hawaiian did not do a good job of advertising the program.

Didier Decler, director of finance for American Lung Association of Hawai'i, said his agency is "not even close to an interisland round-trip ticket."

Reach Debbie Sokei at 525-8064 or at dsokei@honoluluadvertiser.com.