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In anticipation of expected decreased giving during the upcoming all-important end-of-year quarter, some nonprofit leaders are turning to their business partners and corporate donors for extra help—and surprisingly, many are getting it.

Some corporations are using the opportunity to come up with fresh ways to financially support community-based organizations while simultaneously generating new business value for themselves such as stronger branding and database building.

The latest example comes from three small community nonprofits--Big City Mountaineers, Continental Divide Trail Alliance, and the Outdoor Industries Women's Coalition. The trio are beneficiaries of a targeted new campaign called “Give a Warm Fuzzy, Get a Warm Fuzzy,” which includes a limited-run charity fundraising portal opened by the W.L. Gore & Associates corporation from October 1 to December 15, 2008.

The company, known for its GORE-TEX fabric innovations, has been concerned about the survivability of some of its favorite outdoor charities and wanted to go beyond a simple philanthropic gift to build a stronger giving base for the groups to tap long-term. It also wanted to engage its community-minded customers in a fun way to donate even in hard times. And, of course, it wanted to educate consumers about a new product line.

The answer came in the form of a fundraising portal that could “raise awareness and support for three respected outdoor charities that could suffer during the existing tough economic times, when charitable giving is likely to decrease.” The portal works somewhat differently than many others run for nonprofits.

Once visitors register on the site (there’s that database building benefit!), Gore donates on their behalf to one of the three charities. Visitors also can earn "points" for their preferred charity by “playing an educational game, inviting friends to join, and/or by donating $10, $20, or $25 directly.” The charity attracting the highest points will receive the largest percentage donation from Gore in December, and donors also can win free warm and fuzzy products.

The nonprofits are thrilled not only with the expected revenues but with the opportunity to expand the reach of their own message. "We appreciate being part of this new Gore initiative," says Josh Shusko, executive director of the Continental Trail Divide Alliance. "We love having the opportunity to showcase the quality work that results from the support of outdoor enthusiasts. Having a community dedicated to their passion for the outdoors keeps our mission alive on a daily basis.”