Philanthropy | For Goodness’ Sake

Now it’s possible to shop and donate at the same time

Donating is effortless with a new downloadable widget

Now it’s possible to shop and donate at the same time

April 04 2010
Sibéal Pounder

Fashion is now very much the digital darling. According to IMRG, a leading industry body for global e-retailing, the online clothing sector grew by 18 per cent in 2009 – a year when Harvey Nichols finally set up shop online and Net-a-Porter introduced an iPhone application. Now a widget from may be the perfect fashion accessory. Launched in the US three years ago, its model is simple: download the widget, choose a charity and shop online as normal. For every purchase made with an affiliated company, a percentage (typically from one to eight per cent) goes to charity.

“I’d love to see $1.5m in gross sales in 2010,” says Corine Couwenberg, nonprofitshoppingmall’s founder, “which roughly translates as $45,000-$50,000 to the participating nonprofits.” Liberty and Aspinal of London have already joined. Currently, four per cent of Liberty’s overall sales are generated online while Aspinal’s website contributes 50 per cent of total group revenue. “It is a growing market,” says Couwenberg. “There is huge scope to raise significant amounts for charity, and our donation model is as effortless as e-commerce.”