"Speaking of charities, I hear it's a fairly common practice to encourage a large readerbase or fanbase to contribute towards a worthy cause.
Take Penny Arcade. They run a charity drive called Child's Play, which is aimed at gamers. There is an Amazon.com wishlist and a Paypal account, and gamers buy books, toys and gaming equipment that is then donated to childrens' hospitals. The 2003 donations raised over $27,000 and a lot of toys.
Evidently one of the hardest things to fight with a debilitating illness is the depression and boredom. A few gaming consoles can go a long way..."
EDIT: buzz says: "The best estimate was over $100,000 in toys, just to be clear."
If one has a large readership, one can use it for good. Which was one of my speaking points at the "Life on LiveJournal" panel at Arisia, actually.