Can social media fill Salvation Army kettles?

Nonprofits boost online efforts using Facebook, MySpace to attract a younger audience

As ubiquitous as the Salvation Army’ red kettles are each holiday season, when a hobbling economy curtails shopper traffic, the kettles have to go where the donors are—and that means Facebook and MySpace. The results have been encouraging so far.

Users who add a new widget to their personal pages can solicit donations for the organization from the comfort of home, office or dorm room—no cold weather to contend with. No chapped lips. No clanging bell.

“We often have an issue finding volunteers to be bell-ringers,” said Melissa Temme, public relations director for the Salvation Army’s national headquarters.

The networking initiative is part of a social media effort to reach a younger, tech-savvy audience and foster giving despite widespread belt-tightening.