In early 2009, industry analysts like Grocery Headquarters discussed wine as a recession-proof product, because of wine drinkers’ willingness to try different varietals and different winemakers to accommodate their newly shorn budgets. Or, as Tony puts it, “wine can sell at any price point.” The pair assembled their business plan and worked out all the technical kinks necessary to launch VinoFina.com. It was the old Kevin Costner in a field model at first, and sure enough, charities signed up realizing what a boon it was to have exposure to new audiences willing to purchase wine online selecting from a host of charities as beneficiaries. Suddenly, vice was virtue and online wine customers and nonprofit development directors alike realized they had an agreeable partnership on their hands.

As any business (or blogger) knows, it’s impossible to rely on the powers of the Internet alone to get people excited about your platform. The Westfalls reached out to friends working at local charities, friends-of-friends, cold calling, and social media, at first. Soon after, causes began calling on VinoFina. Tony started partnering at events with the charities on his roster, connecting with constituents and boards of directors. These approaches built partnerships with charities like 826 National (my stomping grounds), Pro Península, Cope Family Center, and East Meets West Foundation, with more to come.

Offering high value and limited availability wines like Luciano Landi Rogostro Marche IGT, Louis M. Martini Monte Rosso Cabernet Sauvignon, or Rubicon Estate Captain’s Reserve Sauvignon, VinoFina seeks to give up to 50 percent of the sales back to their cause partnered charities.

Inspired by VinoFina’s reach, the Westfall’s looked to start a second wine business, Winery Insider, a member’s only flash sale allowing wineries to sell excess stock in a discreet fashion. For fashionistas think Rue-La-La meets Rhone. To learn more about Winery Insider, you can sign up here.

The Westfalls add new winemakers and nonprofit organizations to VinoFina’s offerings constantly, and are planning to feature even more wine events with their partnered charities and the public. Other types of businesses are following suit with this innovative business model, like Square, The Working Proof, and Baking for Good, to name a few. And there’s been much excitement around Crushpad’s forthcoming collaboration with Twitter employees creating their own label to benefit Room to Read. Here’s to hoping that as more American businesses consider their stakeholders and consumers, there continue to be innovative ways to support good work in our communities.