Affiliation with a charity, what does it do for your site?

[temi]

I don't know if this is a new phenomenon or its just that I have started noticing it but there are quite a few websites out there who uses donation to a certain charity as part of their marketing campaign, does this really make people buy more from a site?
Personally I think you should donate to a charity in private rather than use the fact as part of your marketing copy.

[OldWelshGuy]

Absolutely, it can be either an attempt to gain trust, or a genuine case of attempting to create loyalty by association.