Your daily dollar

Google’s One Today app launched earlier this year. It seems simple: it showcases a different non-profit every day, and if you like what you see, you can donate $1 – no more.

It’s still pretty new – and available in the US only, with no word yet of plans to expand. It’s not the first microdonation app. But it is, to my knowledge, the first one with a massive brand behind it, not to mention a ready community of nonprofits eager to be promoted and an existing money transfer service.

So, will this change how we give to charity? Will instant yes-or-no and commitment-free mark the demise of direct mail and clipboard-wielding chuggers?

Probably not. Microdonations, as Cause4Opinion point out, have been around forever, in the form of dropping your loose change into a tin for the local football club or a new church roof. This is what the likes of Google’s new venture – the digital equivalent of the tin on the shop counter – replaces; charities will still need your long term commitment as well.  Continue reading “Your daily dollar”