Despite its apparent promise, many of the hopes for powering social giving have not materialized. In total dollars, charitable activity through Causes has been lower than expected. A previous effort to link charitable donations to a Facebook virtual store through Causes (as opposed to the current effort which is integrated with the Facebook platform directly), sputtered when the store was closed down in 2010. Skeptics wonder if Facebook might be repeating history. Madeline Stanionis, whose online fundraising consultancy serves clients like Rainforest Action Network, Breast Cancer Fund, and Planned Parenthood, says Facebook is a useful tool for keeping donors engaged with news and pictures. But charities generally must close the deal on donations via other channels. Outside of disaster relief and politics, only 10 to 20 percent of donations come online, she estimates, and the lion's share of that is raised through e-mail, not social networks.