Today, CCP Fallout outlines the latest such drive on the EVE Insider dev blog. Plex for Good: Storm Relief is designed to provide aid to those devastated by the tornados that ripped through portions of Alabama, Georgia, and Tennessee last week. The drive starts today and runs through May 16th, and each player-made PLEX donation "will be converted into cash currency and donated to the Red Cross." Players should contract their PLEX to the "CCP PLEX for Good" character, and because it's EVE, the dev blog mentions that any scams relating to the relief effort will be met with swift and harsh punishments.
Head to official EVE website to learn more.