Leukaemia & Lymphoma Research has developed a digital fundraising platform that it says “reverses” the traditional model of raising money for charity through sponsorship by asking people to set challenges for others. The "Pledgeit" fundraising platform encourages people to challenge their friends to take on activities in return for donations. Challengers then pledge money to the charity and invite others to do the same. The pledges are then cashed as donations if the challenge is completed. All the money raised goes directly to the charity.