Rectif is a UK-based search engine that donates 100% of their profits to charity. To make a difference, all you have to do is use it like you would any other search engine on the the Web. What could be easier than that? There's even an iGoogle Gadget you can add to your Google homepage.
Even though Rectifi donates 92% of their advertising revenue, they've only managed to raise a little over £19,800 since July 2005. If you ask us, it's probably due to their lack of branding and innovative marketing. Of course, just because the execution is lacking doesn't mean that they don't have a brilliant idea here.
Any company—especially one that doesn't involve consuming anything—that is willing to donate a percentage of their profits is admirable. But just because we might read somewhere that a percentage of sales are going to a charity, it doesn't really mean much. We know it's good but we don't know how good or how much we had to do with it. Instead, what Rectifi has managed to accomplish is a real time calculator that allows individuals to quantify their positive impact as they use the product.
Like most charity fund raisers, Rectifi also posts the amount of money that has been donated to various charities. We'd like to see them extend their concept in this area as well so we see how that money is being used. All too often we give money away to charities and have no idea what impact we've had. Perhaps by knowing more and being an integral part of the story, we might all be willing to do more—even if a corporation is doing it on our behalf.
  
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