SnapDeal, the ecommerce company, has a Sunshine Program to help Charitable Organisations. The program allows organisations to create their shopping list and publish on SnapDeal. SnapDeal promotes this amongst its users, who can order whatever they want to donate. SnapDeal delivers the products directly to the organisation.
Publishing wish-lists and gift registry for birthdays, weddings is popular in some cultures and countries. Letting charities do this brings in a lot of efficiency in the system, as only the most needed stuff is received as donation. And what better place to publish this than an ecommerce store? Users will be inspired to donate through this efficient as there is very little decision making to be done. Since these are usable products and not cash, there is more trust as well. All this while the store enjoys a positive brand recall. A true win-win-win.
The current state of the program is a great start and bringing bulk buy discounts, non-branded low cost products, donation receipts will make this a full fledged default destination for the privileged ones to give back.