The US's No. 3 social-network site, MyYearbook.com (see this), just launched a new feature called "Causes," YPulse.com reports. "MyYearbook users can choose from a number of causes like ending world hunger, fighting climate change, saving the rainforests or curing cancer. They donate with virtual money, i.e. $40 buys one grain of rice (expensive grain!), and then get a badge on their profile (status)." They also get to choose what advertiser gets to display its ad on their profile, YPulse adds. A percentage of the ad money goes to the cause to which the advertiser's linked. This is kind of interesting - the teen profile owner ups his/her coolness factor through both the causes and the products advertised. As in many sites for young people, virtual money (called "Lunch Money" in myYearbook), is earned by playing games in the site. ClubPenguin, too, has causes to which member penguins can give (but no advertising). MyYearbook is apparently close to reaching $20,000 a month in donations to organizations such as the World Food Programme, CarbonFund.org, Conservation International, Save Darfur, and Child Help.