Temperatures are dropping and the holiday season is approaching, causing an outbreak of the “warm and fuzzies.” Yes, the giving season is upon us, and this year is already proving to be the most digitally driven to-date. Nearly every holiday cause campaign underway has an online component, thanks, in part, to growing consumer comfort interacting with brands via new media – up 32 percent from 2008.

Despite all the glittery online promotions, it’s important to recognize consumers are still hesitant to donate online. The 2009 Cone Consumer New Media Study showed some American new media users are concerned whether their donations will have an impact and others would rather donate offline. But that’s not to say online donations cannot be powerful. A leading holiday fundraiser and one of Cone’s Nonprofit Power Brands, the Salvation Army overcame the odds when, in 2008, online fundraising for its iconic Red Kettle campaign contributed an additional $10 million to annual revenues. However, the nonprofit was savvy enough to use new media fundraising as a complement to its offline efforts, ensuring donor comfort and convenience whatever the medium.

To help build confidence and trust among your online supporters this holiday season, keep in mind some best practices for new media fundraising:

• Demonstrate tangible impact: illustrate for consumers how their donation is being put to work by showcasing goals achieved in real-time
• Tap emotion: demonstrate why your cause is important to donors through emotionally compelling storytelling
• Provide value to contributors: don’t leave your donors hanging once they open their wallets – make them feel special by providing a badge of honor to display on their social networks or offer additional opportunities to support the cause
• Make it social: incorporate tools that make your campaign easy to share and pass along

The Big Warm Up installation, Boston

Doing its part to warm communities, Land’s End recently launched the Big Warm Up to encourage winter coat donations to the country’s homeless. The campaign embodies many of the best practices, having a robust online campaign that marries with its offline efforts - and, it just happens to be installed right outside our office windows.

Comments

Jehoshua Kilen	November 8, 2009 12:01 PM If people are more hesitant to donate money, what about a direct donation model? People and businesses could give out of their greatest strengths, directly to the nonprofits. For instance a grocery chain could invest in donating food to a local food bank, or a local contractor could partner with a family organization to remodel one house every month. How does this model work in reality?
Casey Brennan	November 9, 2009 12:37 PM Hi Jehoshua- You're definitely right - many companies are focusing on non-cash giving this year because less funds are available. Another method organizations are using, besides in-kind donations, is skills-based volunteerism. Check out these posts for more: http://www.coneinc.com/content2574 http://www.coneinc.com/content2090 http://www.coneinc.com/content2070 Thanks for sharing your thoughts! Casey Brennan Insights Coordinator Cone
Brindey.lane.weber@gmail.com	November 9, 2009 12:39 PM Forgive me for sounding ignorant, but what do you mean by a "direct donation model?" And where in Boston is the Big Warm Up installation? That looks great. I met A.J., a blind homeless man who lives around the Prudential area last Friday night when I was coming home from work. I noticed he had a warm coat and gloves, but he didn't have anywhere to go or anyone to look out for him. Shaws market (on Huntington Ave) apparently doesn't allow him in anymore (which I can sort of understand since they sell open produce...but he is still a person). Anyway, I went in and got him his Pineapple soda and his Little Debbie Honey Cakes, but I wondered- and maybe I am just too sheltered and need to get out more often- where he could go, and more importantly, how he could get there. Back to the topic at hand, I wonder if Twitter could sponsor some sort of holiday star or something on the top corner of your profile picture if you donate to a campaign this season? I have their telephone number.....I should call and pitch that.....
Casey Brennan	November 10, 2009 4:34 PM Hi Brindey- We tend to think of direct donation is aligning your giving with business assets or in-kind donations. The Land's End Big Boston Warm Up installation is outside the Prudential Center in Boylston Plaza - so definitely check it out if you're in the area! Casey Brennan Insights Coordinator Cone
aarrttri	November 11, 2009 1:09 PM Remember the "World's Most Dangerous Battery" viral video? Here is another viral video for the "World's SAFEST Battery". They pierced through a real battery to cause a huge explosion. Among mobile phone batteries, notebook batteries, there is only one battery that doesn't explode...... Watch this: http://www.youtube.com/watch?v=CxlBvKrgVNw
Brindey Weber	November 17, 2009 1:08 PM Hi Casey, I checked it out- it's awesome! Thanks for the information!

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