Today is #GivingTuesday, a global day of giving that is fueled by the power of social media and collaboration.

Following the shopping events of Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season and focuses on end-of-year giving.

Panora P.E.T.S. is using their social media accounts to help try and bolster donations. The group is recognized by Facebook as a 501c3 non-profit organization, which means when Facebook users create fundraisers online and include the #GivingTuesday hashtag in the description they’re eligible to receive additional grant money.

Panora P.E.T.S. is run completely by volunteers and all donations collected go directly to support the shelter.