Welcomes the 2004 Holiday Season
Twice as many children to be sponsored this year as in 2003.

San Francisco , CA December 1, 2004 – In 2003, reached its goal of fulfilling the gift wishes of 2200 children living in the San Francisco Bay Area and Seattle.  In the process, over 55,000 dollars in charitable donations were raised.  For the 2004 season, has set a goal of sponsoring 4000 wishes from children across the country. is a nonprofit organization dedicated to brightening the holidays for hundreds of disadvantaged children by using the internet to enable sponsors to fulfill gift wishes in a more efficient and personalized manner. Approved community organizations are given profile cards and toy catalogs (25 toys under $30, selected by the staff) to distribute among the children they support. On each profile card, the organizations' children complete personal information (name, age, favorite food, etc.), draw a picture on the back, and choose one toy as their holiday wish.

After collecting the cards, scans the kids' drawings and enters their information into an online profile for each child. Sponsors from around the community can then visit, browse through all of the children's profiles, and sponsor children by adding the wishes to their "wish cart" and completing checkout. Behind the scenes, aggregates the toy purchasing through distributors, and the toys are shipped to a central warehouse where they are sorted, matched to wishes, wrapped and given to the children a few days before the holidays.

Because it aggregates the purchasing of the gifts through distributors, is able to capture a margin of profit that was formerly going to line the coffers of retail toy stores. This additional value captured from each toy purchase goes into the Fund, which is used in three capacities: 1) it is used to fulfill the wishes of children that were not sponsored, 2) 10% of net proceeds are donated back to the partner community organizations, and 3) the remainder of the balance is used to fund's year-over-year growth. It is this perfect blended-value of social responsibility and self-sustainability that lead to win over $30,000 and top honors last year in two social business plan competitions: the National Nonprofit Funding Competition and the Stanford BASES Social E-Challenge. continues its partnership with The Family Giving Tree this season. In addition to powering The Family Giving Tree’s "online giving tree" again this year, is providing personalized online trees for many of its corporate partners. is also powering the online giving efforts of its own corporate partners, including the San Francisco-based law firm, Pillsbury-Winthrop and Google. Each of these corporations receives the benefit of a branded, customized online giving interface, complete with statistics on how many employees have donated and how much in total has been given.

Building on the success of last year’s program in Seattle , is continuing to expand its efforts nationally, through partnerships with community organizations in Seattle and New York this year. is also making its international debut in 2004, with a special project in El Salvador .  In collaboration with an Asian-based company ZaoTech, is partnering with a community development organization in El Salvador to send hundreds of soccer balls to local children.  A separate online giving site has been set up to support this wonderful program. CEO, Josh McFarland, elaborates on the virtues of online gift giving by stating, "Our system provides benefits to all involved: to the child, we guarantee that they will receive the exact toy they chose instead of a randomly distributed charity gift; to the sponsor, we provide a far more simple, efficient, and personalized gift-giving process; and to the community organization, we provide and maintain a simple solution to drive online sponsorships."

More information is available at


About is a nonprofit technology company whose software has helped community organizations fulfill the holiday wishes of thousands of disadvantaged children in the San Francisco Bay Area. Its vision is to be the premier solution provider which empowers nonprofit organizations to build efficient and personalized gift giving offerings. Since its founding in 1999, has been completely self-sustaining, with no outside grants or funding, and has never let a child's wish go unfulfilled. For more information, visit

About The Family Giving Tree
Based in the San Francisco Bay Area, The Family Giving Tree is a non-profit organization dedicated to fulfilling the holiday wishes of kids who would otherwise go without gifts. Last year, 2002, in its 12th year of operation, The Family Giving Tree provided gifts for over 50,000 children of all ages. For more information, visit

Media Contact
Josh McFarland, CEO

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