OK, annoying derivative name aside, Peter Deitz is doing us all a favor by tracking these developments and how they are assisted by the web. Check out the First-of-its-Kind site, particularly the "what it is" page. He's tracking weekly top ten campaigns - check them out here. Thanks to Beth Kanter for pointing me to this.
At least its not called microphilanthropyr, googl-anthropy, e-lanthropy, iphilanthropy, or some other such nonsense.