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In late May, Jennifer Roccanti wrote a message on a friend’s Facebook post: “So cool! I think I might steal this for Miriam’s Kitchen!”

What Ms. Roccanti, an assistant director for development at Miriam’s Kitchen, a soup kitchen in Washington, saw on Facebook was the solution to a problem she had been facing for months: how to make it easy for people to donate goods online.

Her friend had helped Lucky Dog Animal Rescue by buying $25 worth of flea medicine on an Amazon Wish List the animal-welfare organization had created.

The online wish list enables people to make a donation that pays for one or more products listed, including shipping and handling.
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