Tom Stanley learned about the perils of marketing a business on the Internet the hard way, he said, when a Groupon deal he offered helped to crash his fledgling Philly cheesesteak shop. But he is an advocate of a new online effort that pairs businesses with local charities in an effort to help out both.

Stanley – who now operates the Little Old Fashioned Candie and Soda Pop Shop on Park Street – readily signed up with GiveGoods, a new social marketing website that offers businesses an easy opportunity to support local charities in a way that promotes charities and businesses alike.