PATH’s Maureen Mukai brings us news today of a new holiday season tradition, Giving Tuesday (or, if you speak Twitter, as the organizers of the event do, #GivingTuesday). The idea is to take a day to open up your heart—and your wallet—for good causes.

Start a new holiday tradition.

If you live in the United States, there’s a good chance you indulged in some retail therapy on Black Friday or Cyber Monday. After doubling up on these days for shopping deals, let’s devote a day to giving back!

Today is the very first #GivingTuesday. Join more than 2,000 organizations and thousands of individuals in putting this new tradition on the calendar and bringing the focus back to charitable giving. Whether you can give $50, $250, or $1,000, please support a healthier world for everyone and make a gift to PATH.

In honor of #GivingTuesday, PATH is launching our year-end matching challenge early. That means a group of PATH donors will match all gifts to our Catalyst Fund, up to a total of $100,000, now through December 31. This is a great chance to double your impact. Stand up for global health equity, and donate to PATH.