I think it's crazy. It's like the (RED) campaign but better cause you don't have to shop at GAP.
The only purchases I make these days are for cheap text books but... I can use that website for them too. They take a cut from the donation which is understandable. Otherwise, it seems legit.
So if you're shopping online and feeling bad about your purchase, go through this website and maybe you'll feel a little better cause you're giving to a nonprofit at the same time.
I feel like I don't know of many non-profits to give to. Maybe you can comment with some of the ones you support.
Here's my very short list.
Rise Up Inc. (Bend OR)
Venice Family Health Clinic
Habitat for Humanity