The site had the goal of informing three target audiences of how they could participate in Giving Hearts Day. These audiences were:
1. Individuals looking to give to their favorite charities,
2. Nonprofit organizations looking to set up a donation page and share their message with the hope of receiving donations, and
3. Businesses involved with a matching program allowing them to match donations made by their employees.
The site also featured a promotional video shot by a third party, a list of previous year participant charities, and prompts for users to promote Giving Hearts Day in the months leading up to the event. The upward trend of giving over the course of the event’s existence was highlighted with the use of a colorful chart previously created by Nüpolitan and used in other Giving Hearts Day materials.