Many online philanthropy sites want to be "the eBay of philanthropy." Here is one that wants to turn social change agents into the equivalent of rock stars with their own backers, fans, and funding. A post about it here at TriplePundit. As for the business model, for profit and proud of it:
We believe that business can help us save the world – that’s right, good ‘ole capitalism. On Changents, good corporate citizen companies are able to connect with the freshest group of conscious consumers on the Internet. We understand that Changents members increasingly make purchase decisions based on what they know about a company’s commitment to social responsibility. Our commitment to the Changents community is that they will only see messages on this site from companies that are committed to ethical behavior, giving back or whose groundbreaking initiatives are having a material impact on changing things for the better. (In case that was too subtle, green washers need not apply.) In particular, we welcome companies that have been vetted and favorably rated by reputable third parties like KLD, Calvert, CRO Magazine and so on. The point is that when you see an ad on Changents, you know you’re in the good company of good companies.