John Ostendorff

ASHEVILLE, N.C. -- In the days following Thanksgiving, there's already Black Friday and Small Business Saturday and Cyber Monday to kick off the holiday shopping season.

Now, a group of charities and corporate sponsors is urging Americans to make the Tuesday after Thanksgiving just as powerful a day of giving to those in need.

It's called #GivingTuesday, and organizers say it's gaining momentum as the holiday shopping season approaches.

"We have two days that are good for the economy. Here is a new day that is good for the soul," said Henry Timms, deputy executive director of strategy, innovation and content of 92nd Street Y in New York City, where the idea was hatched.

There are 800 partners, from non-profits to corporations, including heavy hitters such as Microsoft and Sony. Timms credits the social-media community with growing the momentum.