Benevolink lets consumers tie purchases to charitable giving.

By Abny Santicola

Robin Starr, chief executive for the Richmond SPCA, says Benevolink creates active donors, requiring them to access their account on a quarterly basis and direct their contributions.

“We intentionally require the consumer to come to the Web site and tell us who they want to give to four times a year, versus them picking an organization one time and not having to think about it anymore. Part of what we’re about is engaging people in the giving process,” Benevolink’s Clay adds.