Fidelity Charitable, the independent public charity with a donor-advised fund program, today rolled out a new online advisor platform, and a dedicated service designed to make it easier for advisors to work with the company, fund officials said.

The new platform, called GivingCentral, allows advisors to set up and manage giving accounts and make contributions to Boston-based Fidelity Charitable on behalf of their clients. The advisor service team provides advisors with a single point of contact for all questions related to their clients' accounts.

Fidelity Charitable President Sarah Libbey said the online platform is designed to make it easy for advisors to help donors achieve their charitable goals.

"By providing advisors with the best technology and a dedicated service team that specializes in meeting their needs, we can help them add greater value to the charitable conversation with donors," Libbey said.

GivingCentral also includes both individual and aggregate giving account views, exportable reporting of client account balances, grant history, investments and charitable contributions.

Established in 1991, Fidelity Charitable's charter is to further the American tradition of philanthropy by providing programs that make charitable giving simple and effective. Since its inception, the program has helped donors support more than 140,000 nonprofit organizations with over $11 billion in grants.