Not only can a donor contribute directly to Tostan through its donation tab, the nonprofit provides other creative methods to participate in its efforts.  Tostan does well to offer site visitors a separate tab, “Free Ways to Give.”  Easily identified, visitor can find other methods, especially during a tight holiday season, to donate.

Two of the methods, Good Search and Amazon take no effort at all.  Good Search is a search engine that will make small donations to chosen charity when used.  Amazon will make a free referral to Tostan every time the site is accessed through the Tostan site.    Clearly marked and easily accessed, these donation platforms empower a youthful generation with high ideals and low cashflow to begin a relationship with an organization.

Interestingly, this post comes in the wake of a  critical NY Times article regarding the abundance of questionable 501(c)(3) nonprofits offering similar services and damaging tax breaks.  In a harsh economy and a competitive nonprofit sector,  international development organizations with unique foundation and creative methods of donating stand out.  It is important, as the Charity Navigator blog notes, to truly research your charity. 

Write a comment and share other nonprofit sites that make donating a cinch or that have a standout model.

I discussed Mercy Corps earlier regarding the organization’s poignant and strategic use of Twitter.  Today, I revisit the nonprofit for its tactic in  acquiring holiday donations.  Like some its competitors such as Heifer International , Mercy Corps packages donating as “gift-giving.”  Its differentiator, however, is  to ”give the gift that lasts a lifetime,” a Mercy Kit.    

Donors have a choice of kits ranging from $25 and up, and benefiting specific causes.  One such kit is the Play to Heal Kit.  For $75,  a donor gives a child who has experienced trauma a mentor, supplies, and a caregiver manual.  If the donation is made for someone else, the named person receives a card.  Each kit page contains a story of  a person helped, a donor testimonial and a donation widget.

One testimonial: “The way that the Mercy Kit is presented makes it feel tangible. You get a real sense of how your gift could help someone.”

Brian Powell, Cause Marketing expert and author of the blog,  Good Concepts, would say this testimonial is at the heart of effective donation garnering.  He recently noted that two important quotients of cause marketing are transparency and tangibility.  Without promoting the truth of where donation dollars go, it is hard for a  nonprofit to compete.  Powell states that donors need a 1-to-1 ratio,  ”This $75 dollar sum buys this, this and this.”  Overall, nonprofits need to package a donation in a manner that answers Powell’s big ‘D’ question, “Will this donation make a difference?”

According to Charity Navigator, human services nonprofits experienced the biggest drop in donations last year.  However, these are the organizations that need money the most during the holidays.  It seems crucial, then, that organizations like Mercy Corps ensure their messaging reflect the big ‘D.’

A personal “Thank You” displaying that 1 -to-1 ratio from Jeremy Barnicle,  Mercy Corps Marketing and Communications Vice President

What organizations also do this well?