Google launches charity app to funnel $1 at a time toward good causes

Google has officially launched One Today, an Android app that puts the spotlight on great  charities and lets you give $1 at a time.

The whole premise helps to eliminate a few roadblocks that stand between your  money and deserving nonprofits.

First, it takes away the decision of exactly how much to give. With very few  exceptions, most Android users have a dollar and are more than happy to give it  to causes they can support ideologically.

Second, it gets rid of “analysis paralysis” — the inability to choose a  charity precisely because there are too many to choose from.

And third, it helps to take care of some of the research behind finding great  causes in the first place.

Also, instead of giving to a nonprofit as a whole, you donate your dollar to  fund a nonprofit’s specific project.  Nonprofits can create projects in about 10  minutes, and the more people share the project, the closer it comes to being  fully funded.

The app has been in a limited pilot test for a while, but this week marks its  general availability to all Android users.

Here’s what it looks like:

  • Google One Today
  • Google One Today
  • Google One Today

“We’re amazed by the great work nonprofits do on a daily basis to make the  world a better place, and we’re thrilled to provide a new platform which helps  [nonprofits] to tell your story to users who care about the same important  things that you do,” wrote Googler Maya Amoils yesterday on the company blog.

“We look forward to continuing to improve the One Today experience and to  growing our dynamic community with incredible nonprofits.”

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