For an example of a charity that has adopted an extensive affiliate-based approach to its online fundraising, visit the University of Maryland Medical System Foundation in the USA. CEO Ted Hart says of the one-charity shopping mall:” it is a combination of information, on-line contributions and e-commerce opportunities for those who want to support the Medical System.”
Most UK charities have either teamed up with one of the commercial shopping malls or have offered only one or two affiliate/referral programmes via their site, such as selling books via Amazon.co.uk.
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