The head of the Ziedot.lv, Rūta Dimanta, explained to Latvian Radio that this is designed as a contrast to the world-renowned Black Friday shopping day, to call on people to reflect on where their money is spent.
The aim is to highlight the good work of various organizations and to remind everyone that small but regular donations are essential to support people.
“The White Friday charity is a call to think about how we can improve the environment around us, help our fellow people, and make positive changes. It's like the opposite to Black Friday, which is a shopping fever where we breed a consumer cult. We want to call for a look around what we can do, with our means, that is lasting and valuable. We therefore call for donations to more than 30 charities and non-governmental organizations,” said Dimanta.
“In the context of Ziedot.lv, COVID-19 related projects are very topical, as fellow people need support. Both those who have lost their income and cannot receive benefits and those who have lost some services,” the head of the organization added.