Invitation to Create a New Social Norm (VIDEO)

Given the tough economic climate, it is no surprise that so many people are looking for meaning in their lives and ways to make a difference. One powerful new trend this holiday season is the making of meaningful charitable donations in friends' names, in lieu of giving traditional presents.

Americans, alone, spend about $250 billion a year buying presents. Although we have all given and received some wonderful gifts, many of us just don't need more fuzzy slippers, fruitcakes, or picture frames.

Instead, for Dad, a gardener, you might preserve an acre of the wilderness. For Mom, a photographer, you might restore a blind person's eyesight with cataract surgery. For your fashionista friend who lives for her Manolos, you can fund a pair of shoes so a girl in Africa can attend school. Hours of cancer research, solar panels for villages, meals for the hungry, books for children, medicine for the sick, shelter for the homeless. . .

Imagine the impact we could all make together as this social norm catches on: you don't have to buy stuff to show your love; instead, you can do something meaningful, in your friend's name.

Scott Goodson, Founder of StrawberryFrog, the renowned ad agency, was inspired by the idea. He recruited world-class talent, including such award winners as director Jeff Cooney and writer Michael Folino, to promote ChangingThePresent.org, a nonprofit website that facilitates and promotes this powerful new type of giving. The site offers more than 1,500 tangible donation gifts from hundreds of leading nonprofits addressing a full range of causes, so you are certain to find something for anyone on your list. You can even personalize beautiful printed greeting cards, which include a photo and description of your gift, right from the site.

Here are the Frogs' two Public Service Announcements, True Luxury and Say Forever.

What about you? Have you given or received charitable gifts in lieu of presents? Would you like to? Please leave a comment below, and let us know.

Robert Tolmach is the CEO of the WellGood companies. ChangingThePresent.org is a client of the firm.

Comments

[j9dge]

Dear Robert,

As a consultant who recommends schools, colleges and therapeutic programs to families, I receive a lot of gifts, such as sweatshirts, candy, Christmas wreaths and electronic gizmos around Christmastime.

I have thanked all my givers, and respecfully guided them to Changing the Present so that their dollars and energy are better spent.

Thank you from me and them for actually changing the present.

Cheers, Judge

[Susan Bird]

Bravo, Robert! What a terrific service...everyone wins with Changing the Present.

[Arturony]

This is a remarkable service and it's time is here.

[mknights]

Brilliant--especially in this economic climate. Way to score the heavy-hitters!

[JipG]

I started giving charitable gifts last year, and I've gotta say I get really heart-warming responses. Everyone from friends, to clients, to my little brother really seem to appreciate gifts that support their passions and concerns.

[Jennifly]

Robert,

I am so glad I was introduced to www.changingthepresent.org. Its honest and with good intent to help save the world one gift at a time.

I have already told my friends to check it out and make a gift wish list, needless to say they were inspired by my alternative gift idea.

This is my last chance before the end of the year to give back, so am going to take this opportunity and do some good gifting for a good cause.

[Erica Heller - Huffpost Blogger]

This is a terrific approach to a subject that deserves much thought and comment on this site. I hope we'll hear again from Mr. Tolmach and he will keep us informed here about his various initiatives.

[Vermontdude7]

Excellent concept, I'm doing this for my family this year!!