"...we're entering a new era in fundraising and perhaps other social/political causes. What's new? Virtual tribes -- networks of caring people with more commitment than cash.

And that's what excites us about micro-giving: It takes so little. You might not have much to spare, but you've got a penny jar -- and we all know that if you reach in and remove a handful of change, you'll feel no pain. What's great about the new, frictionless online giving we're testing here is that, if you've got a good cause, you no longer need to spend a fortune on real-world marketing. Online, with word of mouth and simple technology, pennies can become serious money..."