To help deliver critically needed services, especially food, to people in the nine-county metro area this holiday season, Greater Twin Cities United Way is experimenting with a new way of raising funds: going viral and asking a lot of people to give a little -- just $5 -- instead of relying on fewer people to give more.

Using social networking to spread the word, the organization is launching a Web-based “Give5Now” campaign this holiday season. It centers around a one-minute video that lets people know how their small contribution can have a big impact on their neighbors and their community. To learn more, to donate, or to download the Give5Now video, visit www.Give5Now.org.

Because of the shaky economy, many Minnesota social service organizations are reporting flat donations at a time of year when individuals and corporations ordinarily ramp up their giving. And United Way is adjusting to a change in the way people like to give. "Giving trends show that young people, in particular, are more likely to give small donations online that respond to immediate causes," says Randi Yoder, senior vice president of donor relations for the Greater Twin Cities United Way.

"Give5Now" encourages people to give $5, then help spread the word by emailing the video to at least five friends, family members and colleagues, and posting it on social networking sites like Facebook, Twitter and LinkedIn. The campaign, which is currently underway, runs through Dec. 31.

According to Yoder, looking for new ways to raise awareness and funds is more important than ever. "The economy has delivered a one-two punch to nonprofits," she says. "Because of the economic downturn -- and increases in layoffs, foreclosures, hunger and homelessness -- more people than ever are turning to safety-net services, including food shelves and short-term housing, for help. Give5Now is a unique way to make it easier for more people to lend a hand, even in these challenging times."