Embodiments of the invention receive an expression of interest for a benefactor from a user, propose creation of an affinity program associated with the benefactor to the user, and create an affinity program associated with the benefactor. Creating includes determining at least one triggering action for triggering a donation to the benefactor, determining at least one potential participant for the affinity program, and inviting the at least one potential participant to join the affinity program. Creating the affinity may also include proposing the affinity program to the benefactor and negotiating contractual terms on behalf of a program administrator, such as, by using an artificial intelligence engine. In some embodiments, creating the affinity also includes, in response to determining the number of expressions of interest from unique users surpasses a predetermined threshold, initiating the affinity program by inviting at least one of the unique users to join the program.
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