Does every little really help?

There has been a lot of buzz on Twitter this past week about a website which offers the chance to donate small amounts of change to the charities of your choice.
 
Ploink!, which launched last year, is free to join and lets you donate as little or as much as you like to up to three of your favourite charities. Money is donated once your virtual ‘piggy bank’ has at least 99 pence in it.  The site also has an ‘auto-plonk’ feature that allows you to give change daily.
 
Several people I have mentioned the site to have been sceptical about how profitable it could be for Ploink or the charities.

The point is, though, that if everybody signed up and gave one penny a day it could make a real difference. And even if they didn’t, isn’t the Tesco mantra right when they say ‘every little helps’?

Website founder Marc Simpson has created the site based on this belief and says: ‘If we are talking about a big society and needing to take more responsibility, Ploink allows everyone to do their bit. If one million people gave 1p a day for a year, that’s £3,650,000.’

So far, 240 charities have registered on the site, which demonstrates that charities are also receptive to the idea. Each charity can put information about its services on the site, along with YouTube videos showcasing its work and raising awareness of what it does, which again is hardly a bad thing.
 
And if you can’t find the charity you want, Ploink promises to approach the organisation for you to encourage them to get involved.
 
Given the current financial situation, some charities may find donations dip as the public tightens its belt. But as momentum around this new donation site gathers, does 1p every day, or even only now and then, really seem like too much to give?