Backstory at AdAge.

My take? Bing should have pushed back on Michael Ian Black, who was as guilty (if not more so) for using these tragic events as a platform for self-aggrandizement. Twitter is huge, and a guy with 1.6 Million followers told you to go eff yourself. So what?

Among others (like plenty of not-famous people) Ryan Seacrest and Alyssa Milano participated in the 'drive' without objection. You can't hit your knees and beg forgiveness because one caustic comedian decides to set his sites on you. 

How about "We're sorry you disagree with us using twitter, but we're just trying to get the word out and help people." in one tweet and "if you'd like to contribute using other means, we encourage you to do so. Start here [link to American Red Cross page]" in the next?

Everybody is allowed their POV, but they don't get to dictate the terms of your charitable actions. Feel good about what you're doing and stand up for yourself? (and the people you're trying to help)