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New digital tool for charitable giving


Little Lot — the next generation in charitable giving — launched this month, providing an innovative way to connect consumers with brands and charities they care about through their mobile wallpaper.

A world first and created here in little old New Zealand, Little Lot works by asking users to welcome advertising onto their PC and Mac desktops as well as their iPhone and Android lock-screens. In return, 75 percent of the advertising revenue is channelled to their chosen charity.

The company has already received international accolades under its former guise, Donate Your Desktop when the concept was introduced on PC and Mac desktops. It won the Netguide Best Online Fundraising Initiative for its savvy way of enabling users to give to a charity of their choice – at no cost to themselves – just by allowing sponsored wallpapers on their desktop background.

Little Lot co-director, David Hillier says charities will benefit from the move to mobile. “There’s no doubt that mobile is the hottest area in advertising at the moment and this is great news for our charity partners. There’s a genuine willingness on the part of advertisers to take part in branding initiatives that also help support worthy causes.

“Brands face a constant challenge trying to connect with their audiences. Charities also have an ongoing struggle to collect the funds their causes require. Billions of dollars are spent annually trying to connect the dots and individuals are increasingly tired of being harassed. Little Lot is the solution.

“It’s our ambition for Little Lot to become a social movement, ensuring the charities users support are demonstrably better off. It’s our core belief that a lot of littles add up to a lot.”

Four new partner charities join Little Lot this month – World Vision, Paw Justice, Sustainable Coastlines and Zeal – sitting alongside Oxfam, The Starship Foundation, The National Breast Cancer Foundation, Make-a-Wish Foundation, Amnesty International and Auckland City Mission as beneficiaries of the scheme.

The freshly developed Little Lot platform allows for multiple sponsored wallpapers per day and generates a greater donation for wallpapers that are targeted. Donations can be tracked through a progress bar which measures the amount raised by everyone supporting that particular cause.

Little Lot co-director and brother, Stephen Hillier adds that users have been asking for more information about their chosen charity so this has been provided for with the new model.

“It’s all about the small effort made by individuals which, when viewed collectively, make a big difference. We’ve all got busy lives, we don’t always have a lot of spare cash, but what most of us do have is a smartphone or a computer. It’s a new way of giving that costs you nothing,” says, Stephen Hillier.

Little Lot plan to send out more charity wallpapers in addition to the advertising pages. “We want to become a communication platform so users can engage with their chosen charity. The charities can use our channel to promote campaigns, drive awareness or tell their supporters how their efforts are helping” adds Stephen Hillier.

One of Little Lot’s most unique new offerings is that it allows its clients to target by charity, meaning that for advertisers wanting to target only Sustainable Coastlines supporters, then the entire 75 percent of their advertising spend will go directly to that charity rather than being spread across the 10 partners.

Find out more and support Sustainable Coastlines here.