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It's much more of a grassroots effort taking advantage of the way social media can spread ideas and connections from small donors, the increased focus has led to an increase in at least online donations. Even so, the money raised on #GivingTuesday represents only a very small fraction of total annual charitable giving in the United States. According to Giving USA, which issues an annual report on philanthropy, charitable donations in 2014 totaled $ 358.38 billion. Sandra Miniutti, vice president of the nonprofit watchdog Charity Navigator, agreed that #GivingTuesday has been a plus for charity awareness.