Amid the crush of holiday shopping madness, charities are trying to refocus the spirit of season and carve out a slice of your discretionary spending budget. Call it #GivingTuesday.

On the heels of Black Friday, Small Business Saturday and Cyber Monday, the campaign is held the first Tuesday after Thanksgiving. And in this second year, it's attracting a growing number of Central Florida nonprofits, which are promoting the idea largely through social media.

"We have 63,000 followers on our Facebook page," said Mark Hoewing, public relations manager for the nonprofit Give Kids The World, a Kissimmee resort that offers free vacations to children with life-threatening illnesses and their families. "When you have that many people following you, it helps to spread the word. Last year, we saw a very nice bump in contributions that day."

How nice? With donations matched dollar-for-dollar by an anonymous benefactor, the nonprofit brought in $48,000.

That benefactor is also matching donations to Give Kids the World this year. But the charity is not alone in making the most of the day.

The Orlando Sentinel Family Fund is matching 50 cents on the dollar (not just on Giving Tuesday, but throughout the campaign). And it spreads every dollar raised to a variety of local charities serving low-income children and families -- with nothing taken out for administrative costs.

Nemours Children's Hospital in Orlando also has an anonymous donor matching Giving Tuesday contributions dollar for dollar -- or at least up to $10,000. All the funds will go to pediatric cancer research, which gets only 4 percent of government funding for cancer research as a whole.

To promote the campaign, Nemours has been sharing a series of patient stories on its Facebook page.  

Launched in 2012 by the 92nd Street Y in New York City, the campaign is dubbed #GivingTuesday online. In its first year, it triggered more than $10 million in online donations, a 53-percent jump over the same Tuesday a year earlier.

While some of those who gave may have made year-end contributions anyway, charity leaders contend the Giving Tuesday effort targets a different demographic than traditional year-end donors, who are typically more motivated by the potential deduction on their income taxes.

"This is a different message," said Bob Haight, a senior vice president for the Heart of Florida United Way, which is participating in the campaign for the first time this year. "Just as Black Friday is the kickoff to the retail holiday shopping season, we want this to be seen as the kickoff of the philanthropic giving season.''

If you want to contribute, you can do so directly via the website of your chosen charity. Or visit and click on "partners," where you can search for charities by type or state.