Givsly is encouraging advertising agencies to put their unused “swag” budgets toward charity this year.

The startup launched Season Without Swag, an effort dedicated to turning agency holiday swag budgets into donations to charity. Givsly partnered with Advertising Week for the effort and set a goal to reach $1 million in donations through Giving Tuesday on December 1, 2020.

Companies have already signed on to the effort, including Haymarket Media, parent company of MM&M, PRWeek, Campaign and Haymarket Medical Network, Havas, LiveRamp, Mindshare, Stillwell Partners, Undertone and Universal McCann.

Givsly said the combination of a drop in volunteering and donations due to COVID-19 and the amount of money spent on promotional swag – $25 billion each year – makes now the perfect time to make an impact with the Season Without Swag.

“Givsly inherently understands the importance of brand promotion and showing thanks during the holiday season; however, this year has been a wake up call for our industry and ‘business as usual’ thinking no longer works,” said Chad Hickey, founder and CEO of Givsly. “There’s a time and a place for swag. There are also easy ways to make an impact on the community around us. We believe that the place to start is the money wasted during the holidays in the gifts that go unused. As our country becomes a culture of purpose and meaningful spend, Season Without Swag encourages our industry to start thinking differently in a way that shows appreciation but also gives back.”

Companies can either make donations independently and send the receipt to Givsly to participate or can volunteer meeting time using the Givsly platform to make donations.