iStockphoto has launched a user-directed donation program, pledging up to $500,000 in 2010. The phased program will eventually enable iStock clients, contributors and employees to make microdonations to charities of their choice from within istockphoto.com.
The program will be implemented through Canadian startup Benevity Social Ventures, whose chief executive Bryan de Lottinville once held Kelly Thompson’s job of iStock chief operating officer. De Lottinville used some of his earnings from the sale of iStock to Getty Images to help fund Benevity.
In the first phase of this program, iStock will make donations on every purchase of select credit packs, up to a total of $500,000 in 2010. In the future, artists will be able to contribute royalties and clients will have the ability to add donations to purchases. An employee-oriented program is also in the works, as is the search for strategic sponsors to match donations as the program advances.
iStock members will soon vote for a short list of charities for the first phase of the program. Voting will close next week, and the iStock donation program will kick off in April.