According to The Center for a New American Dream, a nonprofit that is trying to reduce commercialism in America, 78 percent of adults in the U.S. wish the holidays were less materialistic.

American consumers are planning to over $800 this season on holiday-related shopping, according to the National Retail Federation. But according to Annie Leonard, author of the acclaimed short film "The Story of Stuff," and an environmental expert, only 1% of all holiday gifts will still be in use in 6 months. That means 99% of your gifts will be tossed aside, forgotten or relegated to thrift shops within a mere 6 months. The waste is mind-boggling to Warren Goff, President of ListData Computer Services, in Ft. Lauderdale, Florida.

For years now Warren has been giving donations to nonprofits in the name of his clients, friends and family members instead of material gifts. He says that, "When someone receives a donation as a gift it makes them feel the true warmth of the Holiday spirit again."

This year, Warren is partnering with the new website launched this month, www.WinKids.org, to promote the "Best Gift of All," - donations that help children and families in need throughout the world instead of material gifts.

"What makes WinKids unique is that they don't have any middlemen between them and the children they are trying to help," Warren explained. "WinKids works directly with local community organizations and local community leaders - sending donations directly to them for distribution." The result is virtually all of the money they collect goes directly to where it is needed.

In addition, WinKids specializes in areas that are so remote and dangerous that most of the other major charities won't even go there. "The irony is that these are the children, families, and communities that need help the most," Warren says.

"Imagine if only a tiny fraction of all the money wasted during the holidays was used to sponsor a needy Child," said Warren. He is speaking from personal experience. Not only does he donate himself, but now he is donating all the resources of his entire company, ListData Computer Services, to make the new WinKids website a success. ListData has paid for almost the entire development of the new site, and is providing online marketing at no charge as well. ListData provides high quality direct mail and e-mail lists and services to many major companies world-wide.

On the new WinKids web site you can make individual donations for as little as $5. "That small gesture in lieu of a gift can feed a Child in Cyclone-ravaged Bangladesh for several weeks," said Suzie, one of ListData's employees who donates some of her time to WinKids. Cyclone Sidr struck Bangladesh with violent winds and a 15-foot surge of water, affecting over 3 million people.

Recently, the popular reality TV show "The Amazing Race" spent two episodes in one of the poorest, most remote countries in the world, Burkina Faso. This brought a lot of attention to the needs of the people there, generating lots of interest in sponsoring children in the region. "You can sponsor a Child for just $25 a month and change their lives not just for one day of the year, but for the rest of their lives," said Charlie Miller, another ListData employee who donates much of his time to helping the children.

"Won't you please join us," asks Warren. "If you make a difference in the life of a child, that's the best gift of all!"

Every day, every month, all year long, World in Need works with local community leaders in struggling communities throughout the world. Their new web site features thousands of children and families from some of the most dangerous and needy places in the world, including Afghanistan, Bangladesh, Burkina Faso, Ghana, India, Kenya, Mali, Pakistan, South Africa, Zimbabwe and many more. This holiday season many people will be opening their presents only for one short day. How about an alternative - make a donation that can improve a life not just for a day but permanently! "We're there every day providing food, clothing, school supplies medical supplies - you name it," says Warren. "Now you can be there, too!"

Give the Best Gift of All. Sponsor a Child or Family in need today.