Most charitable donations people make are to nonprofit organizations. Schools, hospitals, churches, and others. The above brings light to an interesting expansion of charitable giving.
Donating to keep a small business in business is a novel idea. Helping a small business owner make ends meet will keep a key contributor to a community around for longer. Not hard to see why people might choose to do so.
On the other hand, a person can simply patronize the small business more often or provide an investment with reasonable return expectations other than handing money over.