Conference Roundup: Online Communications — Pipeline to More Revenue

Four months after the site was launched, Oleary said, players had donated more than 15 billion grains of rice.

“That’s a lot of traffic (to a site),” he said.

But what’s happening right now in terms of philanthropy and fundraising? Online shopping.

“Buying stuff to help a good cause may not be philanthropy, but it’s a fast-growing source of money,” Oleary said. “[People] can say they want 5 percent of my purchase to go to that organization. It’s shopping for change.”