October 27, 2005
Amazon.com's Experiment to Raise Money Produces $1.7-Million
Amazon.com established itself as a powerful philanthropic force in 2001 by raising $5-million for the American Red Cross through its Web site within just 72 hours of the September 11 terrorism attacks.
But the company's latest fund-raising experiment -- a contest aimed at encouraging customers to donate to 10 charities -- raised far less money.
The charities, mostly small groups that were not well known to the public, raised a combined $1.7-million during the competition, which
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