Nonprofits get creative using Twitter and Facebook to make donation easier

Despite the lingering economic woes that most Americans are still feeling, only one in five plans to reduce donations to charity this holiday season, the American Red Cross found in a new survey. More Americans will cut back on travel, decorations, parties and gifts.

Nonetheless, charities are preparing for a possible drop in total giving this season, a recent Harris Interactive survey showed.

Mindful of the tough times, nonprofits are downsizing their appeals, hoping that more people would be willing to give in smaller amounts. They're also making the most of free social-media sites like Twitter and Facebook, and asking supporters to help them spread the word.

The United Way of King County recently launched its Give 10/Tell 10 campaign, which asks for $10 contributions to help struggling families hit by the recession avoid falling into homelessness. After making a gift on the site, donors have the option to pass on a message e-mailed to 10 friends, encouraging them to give, too. The charity is also using Twitter and Facebook to network, post links and share facts, such as "$25 = a week of food for a homeless person in Washington."

"We really wanted to do something different to get the word out to people that the needs are so great right now and provide a low-barrier way for them to get involved," said United Way spokesman Jared Erlandson. "The thought was, what if we could get people to tweet not just about what they are doing tonight, but about how they just helped someone stay in their home for the holidays, then we could really have an effective vehicle to get our message out."

Mercy Corps is getting creative around Thanksgiving with a new online tool that allows groups to make donations together. The global charity is calling on people to match the amount they spend on their own Thanksgiving Day meal with a donation that fights global hunger. The average American family spent $45 on Thanksgiving dinner in 2008, Mercy Corps said. Its Web site shows how a gift of $15 provides a family in Zimbabwe with access to a garden space with tools, seeds and water.

Other new twists include gift cards with a $5 donation to charity built in. The recipient can direct the $5 by choosing among 5,000 charities.

Getting donor fatigue? Another option is to vote for your favorite charity and have a large bank pick up the tab. Chase, the consumer and commercial banking business of JPMorgan Chase, is donating a total of $5 million to more than 100 small and local nonprofits selected by votes from Facebook users.

Kristi Heim: 206-464-2718 or kheim@seattletimes.com