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by Oliver Ewbank on 24th November 2010
Businesses hoping to improve their online reputations have been advised to consider setting up microdonation portals.
Under the scheme, internet shoppers are given the option to donate a small amount to a selected charity when they make a purchase via a website.
Gareth Jones, editor of Civil Society IT magazine, said the idea could be a good one for retailers who are looking to make their brand stand out in the online marketplace.
"It offers good marketing material without companies actually having to spend much money themselves," he stated.
Mr Jones said the scheme should be viewed as a way of updating physical collection boxes on shop counters for the digital age.
According to a recent study conducted by Boston Consulting Group, the internet now represents 7.2 per cent of the UK's gross domestic product, with this figure expected to grow by ten per cent on an annual basis.
Last year, online activity was worth £100 billion to the British economy.