Increasingly, we have become aware that the power of the masses is far superior
to centralized authority. Despite the individual responsibility that we all must shoulder, alone, we are imperceptible.

The power of the masses is certainly more efficient, as well.

Consider the incredible growth of on-line knowledge.

The opportunity for disparate individuals to contribute their knowledge to the

creation of a new compendium of knowledge, such as Wikipedia, has advanced the
distribution of our knowledge database. The encyclopedias of your youth are
being replaced by up to date compendiums of knowledge thanks to the anonymous
contributions of individuals that want to advance that database.

Although at its inception the mass contributor model had some flaws and issues
with quality assurance, the model itself is a wonderful example of how
efficiently like minded people can advance any project.

Charitable giving and fund raising for worthwhile causes has begun to embrace
this model.

As an individual, we may have little to no opportunity to effect change.
However, as a community, every small contribution adds to the sum total of the
community's efforts.

There is no shortage of on-line shopping retailers that are very happy to pay
referral fees to sites that direct shoppers to their on-line stores. Using the
model of harnessing small individual efforts, there have sprung up referring
sites that allow the shopper to designate their charity of choice for donation
of a portion of the referral fee.

This is precisely the manner in which meaningful charitable giving may occur as
a by product of what we increasingly do in our daily lives. Look no further than
Helium's recently added option to donate royalties from published works.

One such charitable giving empowerment site, www.shopforsociety.com, has taken
that model and assembled many mainstream retailers that make such referral
payments. Individual shoppers who access these retailers through the Shop for
Society site then designate where their referral fee should be donated.

Shop for Society is just one such site, as there are many that have embraced the
concept of small contributions from a large population mass.

This is an effortless way to make a difference, particularly when a critical
mass of individuals can be harnessed.

For the organizations receiving the shopping related donations, there is double
benefit. Not only do they receive contributions from a new and untapped
population, but they get these funds without the need to invest time, effort or
organizational funds, thereby reducing their overall administrative costs.

Although this manner of charitable giving is not a substitute for making direct
donations, if one is inclined to shop on-line you can feel good not only about
your purchase, but also about the trickle down benefit that will help the
organizations that you hold in esteem.

Learn more about this author, Szelhamos.
Click here to send this author comments or questions.

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