A Lichfield firm whose platform helps customers donate to charities while they shop has launched new technology.
Users of Easyfundraising can opt to give money to charities by shopping via one of its affiliate links.
If they do that then the retailer in the question will give a proportion of the sale to a customer’s chosen charity at no extra cost to them.
The Staffordshire firm has now developed a new app feature which it said would make donating to charities easier and would cost users nothing.
It is calling the new feature ‘Give-tech’ and hopes it will spur more of its customers to remember to support charities.
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The technology is brand new for iPhone and iPad and is being used for the first time.
Easyfundraising said it helped more than 100,000 causes and charities across the UK raise money but hoped its new donation reminder service could generate up to seven times the amount.
Last year, it paid out more than £4 million to charities and causes across the UK, working with more than 6,000 retailers including Sainsbury’s, Booking.com and GoCompare.
James Moir, chief executive and the former managing director of Nectar Group, said: “We are always trying to create new ways of approaching fundraising and making it simpler and easier to give to those causes who need it.
“The cost-of-living crisis has really made people think about every penny they are spending and that impacts what they are giving to charity.
“Our model means that people can give to charity directly without paying it out of their own pocket. We are very proud of our team, the developers have really built something special with this donation reminder feature, it really will make a huge difference to the charities and causes throughout the country.”