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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.”
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