On i'm: Giving Easily
The new "i'm" program that the Live team is running is truly clever. Beyond clever: it's brilliant. Every statistic I've seen indicates that most people don't contribute to charity for one reason or another -- maybe they don't have the disposable income, or to do so is too hard from a logistics standpoint, or they just never thought they could make a difference. The i'm program makes it dead-simple to do: just do what you do anyway.