Freeserve, a UK-based e-commerce firm, has inked a deal giving international aid agency World Vision access to Freeserve’s 1.7 million online customers to solicit donations.
Freeserve also will accept direct contributions to World Vision at its shopping site.
The deal increases World Vision’s database to 16 times its previous size.
In exchange, Freeserve will advertise its services to World Vision’s 100,000 active supporters.
The deal is the latest in a growing trend of Web partnerships between nonprofit and for-profit groups that is blurring the line between commercial and charitable purposes online.