Andrew Keshner

Viral Philanthropy Starts To Spread

Hoping to raise money for a three-day bike ride over Labor Day to benefit the Jewish environmental organization Hazon, Ariela Pelaia turned to her blog. Pelaia, 26, thought she could find donors by raffling off books on her personal Web site, www.bakingandbooks.com, which draws up to 2,000 viewers each day. She was right: Pelaia received…