‘Tis the season of giving

Well, not so fast.

Across the country, food banks and homeless shelters have seen a staggering drop in donations. Giving to the Salvation Army is down 22 percent this year in Massachusetts alone. And these charitable declines are coupled with the fact that this time of year is crucial for the nonprofit sector’s bottom line.  According to a recent Charity Navigator survey, charities nationwide receive approximately 41 percent of their annual contributions between Thanksgiving and New Year’s. Yet, 59 percent of nonprofits are reporting that their donation income is flat or lower this year than in 2010.

Adding to the sector’s challenges is the increased need for the services that many of these nonprofits provide as a result of the continued economic situation.

As the nation’s nonprofits continue to struggle against the bleak economic backdrop, what can you do to support the social sector?  Here are a few recommendations, and not all of them require cash.

Support brands that give back: By supporting brands that give back with your purchase power, you can cross shopping and giving off your list.

Check out Macy’s ‘Believe’ campaign, now in its 4^th year.  For each letter to Santa mailed at its store locations, Macy’s will donate $1 (up to $1 million) to the Make-a-Wish Foundation.

Or, if you’re purchasing electronics this holiday season, Radio Shack recently launched its “So Right” promotion to benefit LIVESTRONG. For each badge earned when consumers check into designated holiday hot spots around the country, the company will donate $1 to LIVESTRONG. 

Give a charitable gift to friends, family: Oxfam America has a holiday giving campaign to offer “gifts” like a goat for farmers and water pumps for those who need it in developing countries. Other international aid groups, like Heifer International and Care, have similar online choices with contributions that provide a tangible, one-to-one translation for their donation.

Rethink Cash: While cash donations are the way most of us prefer to give, nonprofits have needs that extend beyond the financial realm.  Donate leftover canned goods that you won’t be using this holiday season or gently used winter coats.  Or, lend your time or expertise to nonprofits in the form of pro bono consulting or volunteer time. 

Of course, supporting nonprofits and our neighbors in need during the holiday season is a wonderful way to give consumers and companies alike the chance to communicate what they stand for and express their gratitude. But it’s important for us all to remember that these social issues exist year-round and require ongoing support throughout the calendar year.  When it comes to supporting the social sector, consider how you can give back every day.

Happy holidays!

Jenn George

Boston, MA

Senior Supervisor, Cause Branding, Cone

Board of Directors, Publicity Club of New England