In 2010, eBay took the unusual step of publishing a letter from CEO John Donahoe on the eBay home page during the holiday shopping season. In the letter, Donahoe explained how eBay Buyer Protection worked in order to increase buyer trust in the site. As part of the campaign, eBay sent 1 million postcards and 27 million emails to buyers informing them of the Buyer Protection program and placed ads across the Web.