Thinking myself a step above merchants, think of an entity like Vanguard the creator of the lifestraw filter series (they sell a filter for Villages too, I've researched it a lot) this would be a good partnership to look into in the future as it goes hand in hand with the charity aspect, though, further on, Shops and online retail good also be good, small acts of kindness such as sending pens. pencils paper / book etc to 3rd world. that is where I see Ohm being used in retail / merchants etc
Hmm .. it is true that small instances of donations often go unnoticed and many times they never even reach the targetted destinations. It'd be interesting to see how Ohmc would tackle that situation. Maybe they can learn a thing or two from Venchain in this aspect.