A new crop of online businesses is helping school organizations find new ways to generate funds—and giving bake sales, magazine drives, and book fairs a run for their money.

Online shoppers log on to a web site—such as schoolpop.com, schoolcash.com, or shopforschool.com—designate a school and click on to one of many online shopping sites. Shoppers buy what they want, and the designated school gets a percentage of the cost, from 1 percent to 30 percent.

"It's appealing, because it's a no-pressure type of thing," said Sheila Roszell, president of the Guy B. Phillips Middle School Parent...

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