The younger generation, at this point in time referred to as Millennials, does not donate as much to nonprofits as previous generations did when they were at the same age. Social Giving is the name being given to a website that aims to solve that problem by connecting younger people with nonprofits in a unique and engaging way. The primary vector and difference between The Social Giving project and other services which target young audiences will be that it engages young participants through gamifying the process of giving.
Gamifying philanthropy will be accomplished by allowing nonprofits registered to The Social Giving project to sign up under "themes" which contend with each other in monthly, weekly, or even daily, competitions to get the most donations. The nonprofits in the winning theme split the pot. In this way, many nonprofits are given the spotlight equally no matter their current size, and nonprofits that are both small and large benefit from the donations. The donor is rewarded for their contribution, and encouraged to further the competition between the nonprofits. Donors are also rewarded through a rich and deep point and voting system, which prompts the young donor to interact with nonprofits more than they normally would.
If The Social Giving project is successful in capturing the attention of millennials, it will open a previously untapped source of revenue for nonprofits and give them a fighting chance as society, and the way we interact with technology, evolves.