Google Gets Into the #GivingTuesday Spirit

Google knows charity. Today the search masters have taken an extra step to promote the Giving Tuesday event, hosting a 12 hour “Hangout-a-thon” in order to connect those interested in giving to the best non-profit and charity organizations.

Moderated by Mashable, the event has 24 non-profit partners including such big names as Save the Children and UNICEF as well as newcomers like Charity Waterthe Malala Fund and Girls Who Code. Its stated purpose is to “spread awareness about under served charities“, and we’re also very interested in hearing from the TOMS and Warby Parker founders on the notion of “gifts that give back.”

So far, most of the contributions include links to users’ organizations and calls for donations, but there’s also the usual assortment of random thoughts. The entire event should be an interesting case study in the power of social “forums” to both drive traffic and facilitate direct donations.

There’s no word on what role, if any, PR will play in the event, so we have to ask: is anyone attending as an individual or a rep? Will it be a good platform to raise awareness for charity clients, or will messages get lost amongst the generous stream of “check out our group” posts?

We’ll check in throughout the day to see how it goes.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: December 3, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT