Introduction
Nonprofits constantly seek innovative ways to raise funds, increase awareness, and engage donors. One powerful tool that emerged from Google’s philanthropic efforts was One Today, a mobile donation app designed to make charitable giving simple, transparent, and accessible. While Google eventually retired the app, its concept and impact remain relevant for nonprofit organizations looking to leverage technology in fundraising.
This article explores how Google’s One Today app worked, its key features, and what nonprofits can learn from its success.
What Was Google’s One Today App?
Launched in 2013, Google’s One Today was a mobile application designed to encourage daily micro-donations to nonprofit organizations. The app aimed to democratize philanthropy, making it easier for people to donate as little as $1 per day to causes they cared about.
The key value proposition of One Today was its effortless user experience. With just a few taps, users could:
- Discover new nonprofit projects.
- Donate a small amount with Google Pay or a credit card.
- Learn how their donations were making an impact.
- Share their contributions with friends to inspire more giving.
Although One Today was discontinued, its impact on digital giving remains a valuable lesson for nonprofits exploring innovative fundraising tools.
Key Features That Made One Today Effective
1. Micro-Donations Made Easy
One Today focused on small, daily contributions, recognizing that many people are more willing to donate smaller amounts frequently than large sums at once.
- Users could donate as little as $1 per day to different charities.
- This model encouraged repeat donations, leading to higher long-term engagement.
- It lowered the psychological barrier to giving, making charity a daily habit rather than an occasional event.
Lesson for Nonprofits: Consider integrating micro-donations into your fundraising strategy, as small amounts can add up significantly over time.
2. Gamification and Social Engagement
One Today encouraged users to share their donations on social media, creating a community-driven giving experience.
- Users could match donations made by friends or set up donation challenges.
- Gamification elements, such as badges and donation streaks, motivated users to continue giving.
- Social sharing helped increase organic visibility for nonprofits.
Lesson for Nonprofits: Leverage peer-to-peer fundraising and social sharing to increase engagement and reach new donors.
3. Transparency and Trust
A major reason people hesitate to donate is the lack of transparency about where their money goes. Google’s One Today tackled this concern by:
- Providing clear project descriptions with details about how funds would be used.
- Ensuring all listed nonprofits were verified 501(c)(3) organizations (in the U.S.).
- Sending users updates on the impact of their contributions.
Lesson for Nonprofits: Build trust with donors by offering transparent donation tracking and impact reports.
4. Mobile-First Approach
With more people using smartphones for financial transactions, One Today capitalized on the mobile-first trend.
- The app provided a seamless, user-friendly interface for quick donations.
- Integration with Google Pay made the process even smoother.
- The mobile format allowed users to donate anytime, anywhere.
Lesson for Nonprofits: Ensure your donation platform is mobile-optimized and offers easy payment options like Apple Pay, Google Pay, or PayPal.
5. Zero Overhead for Nonprofits
Unlike traditional fundraising platforms that charge fees, One Today ensured 100% of donations went directly to nonprofits. Google even covered the transaction fees, making it an attractive fundraising channel for charities.
Lesson for Nonprofits: Look for platforms that minimize fees or provide alternative ways to cover transaction costs, maximizing the impact of every donation.
Why Did Google Retire One Today?
Despite its innovative approach, Google shut down One Today in 2020 due to:
- Limited adoption – The app did not achieve mass usage as expected.
- Shifts in Google’s priorities – Google refocused on other philanthropy initiatives, like Google Ad Grants.
- Competition from other fundraising platforms – Apps like GoFundMe, Facebook Fundraisers, and Patreon gained more traction.
While One Today is no longer active, its core principles remain highly relevant for nonprofits seeking new digital fundraising strategies.
What Nonprofits Can Learn from One Today
Even though One Today is no longer available, nonprofits can apply its successful elements to their fundraising strategies:
✅ Embrace micro-donations – Offer small, easy ways for people to give, like $1, $5, or $10 options.
✅ Incorporate social sharing – Encourage donors to share their contributions to inspire others.
✅ Prioritize transparency – Clearly show how donations are used to build trust.
✅ Optimize for mobile – Ensure your donation process is seamless on smartphones.
✅ Reduce barriers to giving – Make donating fast, frictionless, and fee-free when possible.
Conclusion
Google’s One Today app redefined digital philanthropy by making charitable giving simple, engaging, and transparent. While the app no longer exists, its concepts remain powerful tools for modern nonprofits. By leveraging micro-donations, social engagement, transparency, and mobile accessibility, organizations can create sustainable, tech-driven fundraising strategies that engage donors and maximize impact.
For nonprofits looking to enhance their digital fundraising efforts, the lessons from One Today offer a blueprint for success in today’s digital-first world.
