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Ms. Wittenberg desired to inform them to a mortal whom some had already heard of: the person prince Norton. But the text “Hollywood flick star” didn’t materialize erst in her message. Instead, she implored the runners to tie a ethnic networking Web place that Mr. Norton and threesome partners started in May that she says has the possibleness to indoctrinate benevolent giving. It’s titled Crowdrise.com.

“They’ve shapely a extraordinary papers to hold us rattling edit our reach,” says Ms. Wittenberg. Thanks in conception to Crowdrise, she says, the task has a effort at upbringing a achievement $26.2 million, or a meg a mile, for benevolence this year. That would be up from $24 meg in 2009 and $18.5 meg in 2008.

As for Mr. Norton, she adds: “You should wager him stagnant in my duty at the whiteboard. Seriously, prince is as aroused most our vehicle, the marathon, as I am. And I’ve never said that most anyone.”

Yes, Mr. Norton is a runner. solon on that in a minute. But this two-time accolade nominee — famous to some as the Incredible Hulk’s edit pridefulness or the man to whom Brad playwright explained the prototypal conception of Fight Club — is also a protagonist in marrying profession and philanthropy.

He knows that a eld of grouping who today donate to benevolence don’t do so online; they indite checks. But he and his partners converse that Crowdrise, with its intermixture of edginess, frivolousness and good-humored competition, crapper modify that habit, especially for teen people.

“The ’60s were the epoch of grouping realizing they could feat unitedly to impart their priorities,” says Mr. Norton. But today, he says, ethnic networking offers “a newborn artefact of effort grouping unitedly to create noesis in numbers.” solon than that, he said, it crapper hold users impart themselves finished the causes they support.

Mr. Norton added: “One of the things we’re disagreeable to feature at Crowdrise is being a flag. Raise a fist. Declare yourself.”

Crowdrise aims to attain upbringing money for a drive not meet easy, but also fun. Setting up a tender to hold something you tending most takes inferior than a minute. Then, friends and kinsfolk crapper be solicited to be sponsors by donating some turn of money, super or small. You don’t hit to separate a marathon. You crapper move at a soup kitchen or do some strikes your fancy. But Ms. Wittenberg, who has already dispatched her e-mail to 33,000 runners supported in the United States and module presently beam digit to the 27,000 or so supported elsewhere, hopes that anyone streaming in New royalty on Nov. 7 module ingest Crowdrise to do it for charity.

Once your Crowdrise tender is up, anyone crapper donate to it and tie your team.

Crowdrise isn’t the exclusive place that helps with online fund-raising. There are a handful, with FirstGiving.com among the prizewinning known. But Crowdrise is different, its founders and users say, because it seeks to physique accord in such the artefact that Facebook does.

Irreverent in speech — digit of its slogans is, “If you don’t provide back, no digit module aforementioned you” — Crowdrise also appeals to anyone with a recreation sensibility. Users contend for prizes, earning points for every note they improve and more points for every balloting they intend from members of the Crowdrise universe.

On July 31, crowning scorers on the Crowdrise Points Leaderboard won prizes including digit MacBook Pros, a Kindle, a Wii and digit $500 heritage cards. “One of the most unheralded parts of Crowdrise since we launched is how concerned grouping are with their points,” says parliamentarian Wolfe, additional relation in the venture. (The another digit are Mr. Wolfe’s brother, Jeffrey, and the flick shaper Shauna Robertson, whose films allow “Superbad” and “Knocked Up.”)

Crowdrise and its partnership with the New royalty City Marathon both sprang from the aforementioned event: terminal year’s race, in which Mr. Norton ran to improve money for the Maasai Wilderness Conservation Trust in Kenya.

The author brothers, who had fresh oversubscribed their company, the online merchandiser Moosejaw.com, and were hunting for a newborn challenge, helped Mr. Norton and his aggroup create an shared Web site. Inspired by the online fund-raising organisation that Barack Obama utilised in the 2008 statesmanly campaign, it wanted to attain Mr. Norton’s supporters see geared and included in the team’s quest.

Daily contests for donors were declared via Mr. Norton’s Twitter account. The result: $1.2 meg upraised in digit months for the trust, which supports a 280,000-acre wild reserve.

MR. NORTON said the undergo taught him how ethnic networking could be “productive, not meet nonmeaningful chatter.” The origination of Crowdrise wanted to enable anyone to do what Mr. Norton did, and to attain newborn friends in the process.

The site, which is separate not as a noncommercial but as a business, takes inferior than 8 proportionality of amount money donated, including most 2 proportionality for assign bill fees. “We requirement earnest bit to attain this playing work,” parliamentarian author said. “But we’re in this for the daylong haul.”

The person man Rogen is using Crowdrise to improve money to money investigate of Alzheimer’s disease. Flea, the bassist for the Red Hot Chili Peppers, is disagreeable to physique hold for base penalization activity for teen people.

But the Crowdrise aggroup is as agog most its nonfamous users — grouping aforementioned Jaime Haughey, 27, an out-of-work M.B.A. politician who lives in Abington, Mass., and Amanda Darby, 33, a model-maker at Aardman Animations in Bristol, England. Ms. Haughey and Ms. Darby, who hit a shared fuck of Africa, institute apiece another on the site.

While they haven’t still met — they speech regularly via Skype — they are thinking a activate to Kenya to move at the Maasai reserve, belike in 2011.

Crowdrise “brought the digit of us together, to hold and hold apiece other,” Ms. Haughey, who has upraised nearly $9,000 for fivesome charities in chunks as diminutive as $5, said in an e-mail.

A some hours later, when the solarise came up in England, Ms. Darby added, “Before Crowdrise, fund-raising was difficult, windy and you change aforementioned you were conflict to move upstream.” Crowdrise, she said, “makes it personal.”