Leukaemia and Lymphoma Research today launched a  fundraising platform which reverses the traditional model of sponsorship fundraising by asking people to set challenges for others.

Through Pledgeit people can challenge their Facebook friends to complete a task and set a fundraising target. Other people can then pledge donations, but no money is taken until the challenger confirms that the task has been completed.

The charity believes it is the first to have created its own crowdfunding website, and plans to make the platform available to other charities in ‘due course’.

Cathy Gilman, chief executive of Leukaemia and Lymphoma Research said: “The financial environment for fundraising has never been more challenging. Our response at Leukaemia and Lymphoma Research is to focus even more resource on creativity and innovation to inspire and engage people in raising the money we need in ways that are relevant and enjoyable for them.”

In 2012 the charity’s income was £19.2m and about half of this came from voluntary income sources.