It's actually pretty simple. If you spent $25 in my shop, and I gave $15 to Haiti, truly, it's just not very efficient. You could have just gone to amazon and gave a whole $25 to the Mercy Corps or gone to the Red Cross and given your entire $25 to them. Having me as the middle man weakens your contribution. Not to mention, I would personally give to established charities- even Wyclef Jean's Yele has come under scrutiny for personal enrichment off charity, and random etsy sellers are actually much less transparent than that. I think a recurring gift might be best, because months and months on, charities will still be helping people recover from the quake.
I don't believe in the awareness model. People don't care if we're 'aware', they care if we're actually helping them.