Benevolink lets consumers tie purchases to charitable giving.

By Abny Santicola

Launched in fall 2003, the Benevolink Web site essentially is an online mall that consumers and organizations enroll in for free. Shoppers log on, then select the store they’d like to shop at from a drop-down bar, whereupon they’re launched into that store’s Web site to make their purchases.

Retailers pay Benevolink a fee to be part of the program and then, based on the purchase amount, the retailer donates a percentage in unrestricted dollars to one or more organizations the customer chooses. Members can change their preferred organizations quarterly.