Jennifer Tripucka 
Giving back is central to everything we do at The Local Girl and our brands. Every day we provide free access to local journalism and support small businesses, amplify nonprofits, and respond to community needs, and we are committed to making New Jersey (+ beyond!) stronger and more connected. This year, The Local Girl Media Group is proud to introduce our largest giving effort yet: a $10,000 initiative that will award ten $1,000 donations to New Jersey nonprofits from our brand (to distract you from Cyber Monday and spending at corporate stores, because… meh).
What makes this special is that we are not selecting the nonprofits ourselves, YOU ARE.
In case you’re new to our brand, a little bit about us:
We are not on person or “girl,” and we are not corporate-funded, nor are we a big company. We’re a small brand, run by one local resident (and a team of 5 full-time!) who make the magic happen behind the scenes. What started in 2012 at “The Hoboken Girl” by one local resident has grown into a small regional network of hyperlocal brands through The Local Girl. Our founder, Jen, still leads the brand and lives locally to this day.
In 2025, our team is so grateful for our community so we’re wanting to give back in a bigger way: We’re inviting our readers and audience to take the lead by nominating organizations they believe deserve recognition and support.
Meaningful giving starts with listening to our readers and uplifting the nonprofits that have directly impacted our lives as locals. Our team is thrilled to be giving back in a way that reflects the true voice of the communities we serve.
Why Giving Back Matters to Us as a Media Group
Everyone talks about “supporting small” — but truly, what does it mean? It means giving back in all the ways. Your time, your money, the brands you support, the choices about purchases you make, what you read (shop small, but read small, too …).
The Local Girl Media Group is unique as a local news outlet because giving back is not a seasonal campaign or occasional spotlight. It is the foundation of our identity.
While many media companies focus heavily on subscriptions, fees, or advertising-driven content, we are committed to a different approach. Our founder built The Local Girl in her Hoboken apartment (while she was a school counselor that never got to use her journalism degree) on the belief that local journalism should strengthen the well-being of the communities it covers, and that philosophy shapes everything we do.
We highlight small businesses at no cost. We advocate for local causes. We lead donation drives and volunteer events. We build relationships with local nonprofits year after year. Every event we have in the community has a non-profit component, including our business owner networking events’ ticket sales, in which 100% of proceeds are donated to local charities and nonprofits.
Accessibility is also essential to our ethos. We intentionally do not charge subscription fees or create paywalls because we believe local news should be available to everyone. Community information should never be exclusive. The majority of our content, over 90%, is unpaid editorial coverage created by our team of editors and local journalists. Paid content represents a small portion of what we do and exists as an optional way for businesses to amplify their services or events. When we do a sponsored piece, you’ll know it — by the required disclosure!
At the core of The Local Girl is a simple mission: to use our platform to strengthen the community, amplify local voices, and ensure every resident feels connected, informed, and supported.
Building on Last Year’s Donations
After the success of last year’s donations, when the winning reader selected Liberty Humane Society and Essex County CASA to receive donations of $1,000 each donated directly by our brands, our team felt inspired to continue the tradition. Seeing our audience enthusiastically nominate nonprofits confirmed what we have always believed. When you allow the community to guide the giving, powerful connections form between readers and the nonprofit world.
Over the years, The Hoboken Girl and The Local Girl teams have hosted countless events that connect readers to local nonprofits and include charity components. These efforts have resulted in more than $60,000 donated to community causes through events alone. Recently, we partnered with Hamilton Pork to distribute 125 turkeys to local nonprofits, and in collaboration with The Flow Initiative, we raised over 35,000 period and tampon supplies for those in need. These initiatives demonstrate the impact our readers, partners, and platform can create together.
How the $10,000 Dollar Initiative Works
This campaign follows that same community-centered approach. From Cyber Monday through the day after Giving Tuesday, we will be inviting our audience to nominate their favorite New Jersey nonprofits. The more nominations and shares, the more visibility these deserving organizations receive.
How to Nominate a Nonprofit
- Head to our Instagram page and the designated post (posting Monday, Dec 1, 2025 – so check back if you’re here early!)
- Tag a local nonprofit in the comments and share why you want them to receive the $1,000 donation.
- Share the post with friends and family to encourage giving back during a week typically focused on online shopping.
Our Mission and Ethos at The Local Girl + The Local Girl Gives
Supporting small businesses and amplifying local nonprofits has been central to The Local Girl brands since the beginning, long before the words “The Local Girl Gives” came into play. While many media outlets prioritize large advertisers or paid placements, we consistently spotlight mom and pop shops, minority owned businesses, women-owned businesses, and independent makers without charging them. Through shopping and neighborhood guides, opening announcements, and community features, we help support the local economy and elevate neighborhood culture.
Each month, our brands feature nonprofits that serve New Jersey residents in meaningful ways. These spotlights increase volunteer engagement, donor support, and community awareness. From youth mentorship and mental health organizations to animal rescues and food security programs, nonprofit stories deserve consistent attention, and we are proud to share them.
Throughout the years, The Local Girl brands have organized and amplified dozens donation drives addressing seasonal and community needs. These initiatives include coat collections, school supply drives, holiday toy donations, and hygiene product campaigns, including raising over 200,000 period supplies with The Flow Initiative. By mobilizing our readers, we help ensure essential items reach families who need them most. To date, we have raised more than $60,000 for local charities, most recently a $3,250 donation to Hudson County CASA and this $10,000 Giving Tuesday initiative.
Our participation in volunteer efforts such as park cleanups, waterfront beautification projects, pet adoption events, and community distribution days continues to show us the importance of direct service. Our presence at these events reflects our belief that local media should actively participate in community life.
During emergencies or local crises, TLG uses its platform to share verified information, amplify urgent needs, and direct residents to trusted donation channels. These moments reinforce the role local media can play in stabilizing and supporting a community.
Our Commitment to Community Impact
Our $10,000 nonprofit initiative is the next step in our mission. By inviting our readers to choose the ten New Jersey nonprofit organizations, we ensure the impact reflects the true voice of the community. We remain grateful to every reader, volunteer, business owner, and local organization that joins us in building a more supportive and unified New Jersey.
So instead of Cyber Monday-ing, make sure you shop small, donate small, read small, and tag your favorite local nonprofit.
And follow @thelocalgirlgives for all things giving back in the community.
We’re forever grateful.
XOXO,
The Local Girl Media Group team (Jen, Joelle, Stephanie, Danielle, Kerrie, Amanda, Amber + co!)
