It works like this: you buy shoes, say, online and at the checkout you round up the amount, e.g. from €13.40 to €15.00. And then the €1.60 is then donated to Doctors Without Borders, Foodwatch or some other NGO. It’s painless, and just one more click ensures that 100% of the donation from shopping online goes straight to the organisation. elefunds makes online shoppers into small-scale donors and mediates between NGOs and online shops. This social business idea has won several awards, including the Ben and Jerry’s Core Award and the German Fundraising Association’s Best Innovation Award. Their donor plug-in is now integrated into around 50 online shops. They vehemently reject charges of Greenwashing. However, this does raise the question of how many goods in online shops are truly ethical through and through. It remains to be seen whether payment for sweatshop goods will eventually also be rounded up.