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ROC The Day Tuesday

roctheday.org

Organizers call it a 24-hour dash to donate for those who need it most.

The fifth annual ROC the Day online fundraising event is underway.

It's a chance for people to donate to 550 local not-for-profit organizations.

Organizations like St. Joseph's Neighborhood Center, which provides health care for the uninsured or underinsured, depend on the generosity of others.

Director of Development and Communications, Anne McKenna, says  it's a very grass-roots organization relying completely on grants and donations, and has a $1 million dollar budget.

"In the last four years we've raised over $120 thousand dollars with ROC the Day. We average $25 thousand to $30 thousand dollars a year, so we love ROC the Day, it's a real big help to us."

The United Way of Greater Rochester organizes ROC the Day.

Spokesperson Michelle Kraft says it benefits donors and participating organizations alike.

"They have a greater reach with ROC the Day, and there are a lot of organizations in our community who aren't able to take donations online because of different capabilities. For people, it's kind of a one-stop shop to go on and instead of writing a bunch of different checks, to be able to do it all at once with one tax receipt makes it really, really easy."

ROC the Day raised more than $844 thousand dollars last year and over $3 million dollars in 96 hours of fundraising over four years.

WXXI is a registered participant in ROC the Day, which runs until 11:59 Tuesday night.