I have explored this kind of marketing before. This creates a buzz among the non-profit organizations and non-profits will be doing the marketing for you if they consistently receive funds through SwipeGood. Instead of asking for $10 one time donation, they can say "Hey, enroll in this program and indicate us as a recipient." This strategy is utility maximizing, bc small amount of funds given away over some period of time is less painful than parting with $10, especially the effort of donating is attached to other types of activities we already are used to, like purchasing stuff.