In this season of giving, thousands of people reached into their pockets to raise almost $800,000 for more than 600 local not-for profits.
The money was raised during the Third Annual ROC the Day event on Wednesday.
Donators had more than 600 programs to choose from in the nine-county greater Rochester region.
Health organizations, environmental programs, arts and culture, animal rescue operations, educational services and more will benefit.
On Wednesday, organizers say $780,574 was raised by 5,684 donors. At one point, #ROCtheDay was even trending on Twitter.
In the three years of this event, ROC the Day has raised more than $2.2 million for local programming.