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nonprofit. Servicing the needs of those that are suffering from
intense emotional pain since 2006.
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August 1, 2013
Googleís One Today App Aims To Make
Charitable Donations A More Social, And Frequent, Experience
Today, Google quietly ushered in a new application built on top of its
nonprofit arm, Google.org. The app is called
Today, and itís currently invite only for Android users at this time.
The aim is to get people to donate $1 to different organizations, while
getting the complete information about how your donation will be used up
front. This is a huge stumbling block for nonprofits usually, as people are
afraid that their money wonít actually get spent on making a real
difference. One Today aims to change that.
Additionally, One Today has a
social component to it, letting you set a cap to how much money youíll match
if your friends donate to a cause. By using Google Wallet, you can simply
pay off your ďdonation balanceĒ once all of your friends have used up your
cap. Itís a pretty interesting way of crowdsourcing donations. When I talk
to people about giving money to causes, the first problem they have is that
they canít find one that theyíre passionate about. By allowing you to put
the choice of who to donate in your friendsí hands, this problem simply goes
away and thereís no excuse not to give. You donít have to involve others
though, as you can participate by yourself or interact with the appís
Currently, the landing page allows you to request an invite, even though
the app itself is available for
download on Google Play. If you open the app, youíre shown the invite
screen yet again and thereís no word on when One Today will start opening
itself up to users and donations.
Some other interesting aspects of the app are that itís populated only
with nonprofits that
Nonprofits is currently working with, so you know that theyíre
pre-screened. Other sites, such as
Causes, are filled up
with organizations that have little or no information about itself or what
is done with the money that theyíre raising. Thatís clearly not the case
with this app, according to the programs that will be pre-populated:
Organizations can also
register to be included.
From the looks of the app screenshots, One Today seems extremely polished
and well thought out. This is an app that Google hopes you use daily:
The reason for putting this together is addressed in the
Google has a long-standing commitment to supporting nonprofits and to
do doing good. One Today makes fundraising easy for nonprofits, it also
makes giving simple and fun for users.
But yes, Google does collect a 1.9 percent credit card fee, but thatís
not much considering that it takes care of the processing and donation
routing for you. These donations are also tax deductible, of course.
The idea of accepting one dollar at a time is easy enough for anyone to
chew on, and get into the rhythm of daily giving, which could be a more
rewarding experience than giving a lump sum to just one charity every year,
for example. As you donate more, the app will start recommending other
organizations that might interest you, which is a Google Play app-like
purchasing experience. When you tap ďgive,Ē itís actually a pledge, and
youíll be notified to settle your balance once youíve pledged to a few
With this approach, micro-donations could actually catch on and raise
more money for these nonprofits than ever. In many situations, itís not the
actual amount that you donate, itís the awareness that your social actions
bring. One Today is an amplification tool, and it will be interesting to see
how the project evolves once it opens to the masses.
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All donations are tax deductible, (ISP) is a 501(c)(3) public charity nonprofit
Matthew D. Dovel,
president of ISP and, International Suicide Prevention Expert.
Suicide Prevention (ISP) a 501(c)(3) public charity
1736 E. Charleston Blvd., #301 Las Vegas, NV 89104 702