In the past few years, Americans have become familiar with “Black Friday” and “Cyber Monday,” which have become bona fide retail events that kick off the holiday season.

A relatively new occasion hopes to take advantage of our desire not just to save money, but to give back to others. Now in its fourth year, #GivingTuesday is a global day of giving fueled by the power of social media and collaboration. Observed on the Tuesday following Thanksgiving (in the U.S.) and also after the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since its inaugural year in 2012, #GivingTuesday has become a movement that celebrates and supports giving and philanthropy with events throughout the year and a growing catalog of resources.

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Created by New York City’s 92nd Street Y, #GivingTuesday connects diverse groups of individuals, communities and organizations around the world to celebrate and encourage giving.

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#GivingTuesday aims to harness the potential of social media and the generosity of people for charitable causes; it provides a platform for them to encourage the donation of time, resources and talents to address local challenges. It brings together nonprofits, civic organizations, businesses and corporations, as well as families and individuals—to encourage and amplify small acts of kindness. It hopes to unite countries around the world by sharing our capacity to care for and empower one another.

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To learn more about #GivingTuesday, go to the organization’s official website.