Originally conceived as “Birthday Wish,” this Causes web product was a new approach to fundraising. Charitably-minded people were invited to "donate" their birthday, and ask friends to donate to a specific non-profit rather than purchase a gift. At its’ peak, the Wish product was raising about $40,000 daily for various charities, and eventually tallied over $15 million in donations. Bill Clinton, Ashton Kutcher, and Sean Parker even created personal Wishes to raise funds. Eventually, Birthday Wish became Causes Wish, expanding into weddings, run/walk events, memorials, and a general Holiday/Christmas theme.