I think the ethics is questionable, because the average DoGood user is someone who'll actually click on ads (otherwise their business-model falls apart), which denies the site-owner revenue. It's basically zero-sum: the only money DoGood will make (for their benefactors), is money that a site-owner would otherwise have made (last I checked, most money were made from clicks, not impressions).<p>This was tried last year by Danish AidOnline, but after an intense PR fallout, they lost almost all of their advertisers and shut down.<p>The PR fallout was at least partly due to their 20% administration fee, which didn't fit well in their philanthropic guise.