Edward Norton has launched a new fundraising website, Crowdrise, which has been described as the ''Facebook of philanthropy''.
Edward Norton has launched a new fundraising website.
The 41-year-old actor aims to make Crowdrise - described as the "Facebook of philanthropy" - a way of making charitable giving fun and hopes to change the way people make donations online.
He said: "We were very frustrated by what we saw out there. Everything out there was just ... we called it 'use and drop. It was just a button where you can donate and really nothing more, and we wanted to communicate more than that.
"This is the platform where you plant a flag and say this is who I am, as defined by what do I care about? What am I passionate about? What causes do I support? It can be anything. We don't try to suggest to you what you ought to care about. We're just saying, find your own way."
Edward added: "You can win a bottle of Will's suntan lotion for a donation to his site."
As well as backing worthy causes, the actor also plans to make Crowdrise fun, adding a gaming aspect to the site where members can earn points and win prizes.
He said: "If you don't give back, no one will like you. That is our core philosophy. We're a bunch of dorks,"