ROCHESTER, N.Y. (WROC) – Folks across the nation and right here at home celebrated "Giving Tuesday" this week. In Rochester, many local groups have taken part in the United Way's "ROC The Day" initiative. It's a 24 hour online fundraising event. Over the past decade it's generated more than $11 million. Around 600 nonprofits in the Greater Rochester region sign up to reach specific fundraising goals. Organizers said "ROC The Day" makes the giving process easier for donors. Mayor: Red-light cameras could make return to Rochester streets "Our organizations need our support. They are facing some very challenging times," said Jamie Saunders, president/CEO of United Way. "Every dollar counts so it doesn't matter about the amount. The beautiful thing about collective giving is we all give what we can and hopefully that will surpass one million dollars in 24 hours - and we are so grateful for our generous community." Click here to donate to an organization of your choice. As of Tuesday evening, around 6 p.m., over $400,000 was raised with more than 4,500 donations made. The event ends at 11:59 p.m. Tuesday.