In honor of Giving Week, a global charitable movement from Nov. 27 to Dec. 5 that was founded to counteract the consumerist frenzy of the holiday shopping season, top YouTube creators are hosting fundraising campaigns to benefit causes that hit close to home.
And video stars like Safiya Nygaard and Jay Shetty will be harnessing the platform’s new YouTube Giving features, launched in beta last August, in order to facilitate these fundraising efforts. YouTube Giving enables creators and U.S.-registered nonprofits to create and embed fundraising campaigns, for instance, and also lets creators partner with other channels or brands to match viewer donation amounts. YouTube announced in a blog post that it is rolling out these Giving tools to more creators and nonprofits this holiday season.
Creators headlining this year’s Giving Week push include: Rhett & Link (who spent a week filming in Memphis for St. Jude Children’s Research Hospital) and The Game Theorists’ Matthew and Stephanie Patrick (who will host a livestream to support The Brain and Behavior Research Foundation, a personal cause given that the married couple recently lost a friend to suicide). The Patricks will be joined on their stream by SMOSH, Rosanna Pansino, Safiya Nygaard, and RachhLoves.
On #GivingTuesday, YouTube will premiere The Price Of Free — a documentary about child slavery — with promotional support from Shetty and YouTube therapist Kati Morton. Additionally, renowned DJ Marshmello will host a special video for animal charity Hope For Paws, while Jubilee Media will seek to raise funds for Doctors Without Borders. Finally, in December, family vloggers Benji and Judy Travis will harness the new YouTube Giving features for their longstanding Dancember fundraiser, which annually benefits Save The Children.
“At YouTube, we believe in the power of video to build community and empathy,” wrote the company’s director of social impact, Julia Paige. “We hope you’ll join us in supporting these incredible creators and organizations.”