Twitter builds for-good efforts into our core because we saw an opportunity early on to change the way businesses do philanthropy. We launched our Promoted Products platform with a model that includes a program called Tweets for Good that gives non-profits (and even regular businesses campaigning to make a positive impact through our platform) an opportunity to amplify their message. The launch of our new Twitter.com is no different, and our business development team made sure to integrate a few partners right from the start that inspire giving.
The new details pane instantly displays content like photos and videos, and we chose the lending platform, Kiva, to build a widget that works in the space as well. Kiva is a lending platform that let's you loan as little as $25 to an entrepreneur who may only need a small chunk of change to begin, but whose life will no doubt be affected dramatically by the contribution. It's a powerful and simple idea that can spread faster and to a broader audience with the integration on Twitter.
This looks like it could easily lead to other messages. In fact, I don't see why they couldn't build in contextual advertising.