Major nonprofits are getting in front of millions of potential donors through Amazon’s Holiday Giving Program. Organizations such as American Red Cross, UNICEF, Greenpeace, Nature Conservancy, Feeding America, Heifer International, Autism Society of America, International Federation for Animal Welfare, Children’s Miracle Network and United Way of King County now allow Amazon customers to make donations quickly and securely using information from their Amazon.com account. Customers can visit www.amazon.com/holidaygiving from now through January 10, 2009.

Hopefully, this will provide a boost to these nonprofits and also increase the visibility of charities in general among the public, particularly during the holiday giving season. Nine nonprofits are featured on Amazon’s main Holiday Giving page. However, the link to “See more charities” leads to a page that is cluttered with combined logos of businesses and charities under the misleading heading titled Featured Merchants, sending a confusing message that undermines the propensity for people to donate to these charities.

WAKE UP CALL: The takeaway for smaller nonprofits is to learn from the larger ones in using partnerships to increase the visibility of your nonprofit brand to people who may not heard of your charity, and to do so in a venue where people have their wallets open. Just make sure that the site or venue is not competing against you or channeling prospective donors away from your cause.

Read the press release here.

Amazon.com Holiday Giving Program

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