April 29, 2013; Paste Magazine
One Today is Google’s newest mobile app. It’s aim is to make fundraising easier for nonprofits by linking charities to potential donors. With One Today, users can donate a single dollar per charity per day. Donors that want to contribute more than $1 can challenge friends to match their gift through social media. In this way, a small donation that’s easy on the user’s wallet can inspire hundreds, maybe even thousands, of contributions daily. One Today has value to donors as well, as it informs users about charities similar to the ones to which they have previously contributed.
The app allows users to donate to a number of different organizations they choose to support and then aggregates the donations for payment through Google Wallet. Nonprofits receive 98% of the proceeds, as 1.9 percent of each donation goes to pay for processing. The Android-exclusive application is currently invite-only, but individuals can request an invitation through Google’s site.—Aine Creedon