It has been a growing trend at Christmas recently but this year it’s more popular than ever.

What is it?

It’s the decision to donate to charity rather than give a Christmas gift this year.

Why would it be so popular in 2013?  I think it’s something to do with the tough year we’ve had.  Finances have been tight for everyone and the demand on charities has increased as some people struggle to cope.

It’s hard to ignore the difference between the people who have nothing and those who can’t think of something they want for Christmas.

Last year Oxfam Australia did a survey which showed that two thirds of Australian women would prefer no presents this Christmas if a gift was given to a child in poverty instead.  They also found that 90 per cent of Australians gave away or sold their unwanted presents.   What a waste of time and money on everyone’s part.

The difficult year seems to have brought home the message that we don’t need “stuff.” What we really need is to balance the scales a little and share what we have.  One of the ways to do that is to give to charity instead of buying a gift.

People are making donations and buying sponsorships in the name of the person they are buying for this Christmas.

In my last post I spoke about developing a campaign to ride the spirit of Christmas generosity.  In this post I want to encourage you to think about how you can position your cause so you can receive these Christmas gift alternatives – the donations.

Take a leaf out of CARE Australia’s book and look at how they have structured their gift giving process. They have a set price on their gift option.  For $69 you will be able to “Provide one girl with the essential things she needs to attend school for a year and she will have a better chance to grow up to earn an income, be healthy and educate her own children.”

They tell you exactly what the money will do and show the benefit it will bring to the individual.  Then, they paint a picture of the long term and community benefit of helping this one girl.  It’s the hardest working $69 you will see.  For what is to us such a small amount of money – less than the cost of the average Christmas gift- the donor will be changing a life for the better.

Ask for the money you need. Tell your stories and put a human face to them.  Show how and why the donation will make a difference.

That’s all people need to do –make a difference.  Make it easy for them to do it through you.