Today we debut a new feature on The Other Side of the Pillow. Every so often, Stephen and I will find a Web site we like and tell all you cool people why exactly we like it. Stephen will usually speak from a technical and design point of view, and I'll offer a perspective in terms of purpose and impact.

First up, the good people at Benevolink, whom I met last week. Here's what they say they're about:

Benevolink is a new movement in corporate giving that links individuals, corporations and nonprofit organizations to improve communities. The Benevolink program:

• Helps consumers give to their favorite charities, including schools, religious, arts and cultural organizations and other causes our consumer members really care about, through the act of shopping
  
• Helps businesses increase sales, profits and market share, while forming bonds with consumers
  
• Helps charities generate additional, unrestricted revenue on a year-round basis while adding value for their supporters
  

Now, the simple act of shopping -- when coupled with the power of 'pooled giving' and consumer choice -- creates a win-win-win scenario for consumers, businesses and charitable causes. Our vision is to significantly increase the funding capacity over time for more than one million nonprofit organizations making a difference in their communities across the United States.

Stephen likes the following:

• Uses the "3 buckets" model whereby a visitor knows almost instantly what the site's all about
  
• Employs active verbs, "shop," "give," and "connect" -- 3 things everyone loves to do
  
• Give search options based on how user would be looking to shop -- "by category" or "by store" -- kind of like your average trip to the mall

As for me, I like this idea. Much like FreePledge, Benevolink takes something we already do (often without thinking) and makes us think about it by flipping it on its head. It's easy and quick to sign up, removing one excuse I might have (not having enough time). The best part is that all of the donation percentage goes to the nonprofit of your choice. Benevolink makes money based on agreements with retailers. Thus, what you collect as a portion of your expenditures ALL goes to the charity of your choice.

American consumers spend oodles of money shopping every day. Benevolink makes it count for something.

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