Britt has posed another great Net2ThinkTank question: "How Can Nonprofits Use the Social Web During the 'Giving Season'?" I'll take a swing at answering, and I'm very interested in seeing what my colleagues say, as well!

For the past few years, I've given family members "alternative gifts" for the holidays -- everything from a donation of books to a school in Kenya to a donation of bricks to a house-building project. Now, I know that the organizations to which I donated don't have to use my money for those specific projects, but it's something special to be able to identify gifts in a specific way and in a way that's meaningful for the recipient (i.e. schoolbook donation for my mom, a teacher).

The thing that was most attractive, in those cases, was that organizations provided a way for me to make a donation that made me, the giver, feel good and that made the recipients feel good. They were concrete and meaningful.

However, there was an opportunity lost, I think. The more I've explored social media (and especially as I've been promoting a positive peer pressuring tool, PledgeBank), I've realized that there is something really powerfully not only in doing good things, but in telling others that you're doing good things.

For example, the premise behind PledgeBank is that most folks want to do good things for their community and have good ideas to make those things happen -- but few people are willing to take action if they feel like they're alone. We've created a tool that lets folks pledge to do something, but only if others join them -- simple, right? Holiday gift-giving could work the same way -- rather than relying on a few people to give $20 toward schoolbooks for your organization's project in Kenya, ask folks to pledge their money only if others will do the same. Rather than getting that one-time gift of $20, your organization could be the beneficiary of 20 people's gift of $20.

Not only does your organization provide a way for folks to give something that lessens waste (think of all those ugly ties out there!), but it also provides a way to increase the impact of giving and to expand your supporter base. Offer supporters the chance to "buy" something concrete and meaningful, think about ways to expand those opportunities, and capitalize on social media's "positive peer pressure" aspect. It'll allow others to give, and for your organization to get something back!