Wednesday, September 18th, 2013

Australians can now give generously by donating minutes rather than money, with the launch today of an innovative, new market research app that turns people’s spare time answering questions into spare change for charity programs.

Called AskU, the app was developed by PwC in collaboration with The Australian Charities Fund (ACF).

AskU helps organisations to gain faster, real time market insights at a cost of 20 cents per question. Ten cents from each question answered goes to charity.

PwC CEO Luke Sayers says, “AskU is digital disruption at its best, using mobile technology to create economic and social benefits for both business and charity.”

“Businesses get faster access to insights, reducing the  average time of traditional market research from six days to as few as 24 hours. Charities raise funds to help more people in need.”

ACF has nominated four charities to benefit from AskU in the first phase of its growth; Opportunity International Australia, The Smith Family, Mission Australia and Redkite.

Free on iTunes and Google Play, the app is available for all iOS and Android smartphones and tablets.

ACF CEO Jenny Geddes says, “AskU is an exciting game changer for the charity sector.  Real shared value between the business and community sectors is difficult to achieve but I believe this app will truly achieve it.”

“Being digital, mobile and social, AskU has the potential to reach and engage more people who can help make a difference.  We know Australians are big users of technology and already very generous; so what’s exciting is that we aren’t asking for money just spare time.”

“With smart devices accounting for around 60 per cent of Australia’s mobile market, Australians can now make a real difference to the lives of those less fortunate.”

ACF has licensed AskU in Australia and will continue to work with PwC to maintain the technology and build the AskU community of individual and business users.

Mr Sayers says, “It’s a win – win situation. The bigger and more diverse the AskU community, the more people who benefit from the funds raised and the stronger the market research database.”

Opportunity International Australia is the first charity to benefit from the funds raised and has received a $10,000 cheque.

Opportunity International Australia CEO Robert Dunn said, “Funds from AskU will go to its micro-financing program that helps families in poverty start their own small business such as a small farm that provides them with not only a sustainable income but a food source too.”

The next charity AskU will raise funds for is The Smith Family, specifically its Learning for Life program which supports disadvantaged children with their education.

Funds raised by users of AskU support one charity project at a time.

How does AskU work?

AskU is built on the premise of asking and answering questions.

Users will be asked two types of questions:

  • Those that organisations pay to ask to gain insights. These questions may be directed to the whole AskU community or a specific target audience. Target audiences will be invited to participate and given a ‘unique’ log in to access the questions.
  • A range of general questions that help build the profile of the individual user and the AskU community as a whole. These questions include topics such as entertainment, popular culture, sport, technology, health and leisure.


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PwC Australia helps organisations and individuals create the value they’re looking for. We’re a member of the PwC network of firms in 158 countries with close to 169,000 people. We’re committed to delivering quality in assurance, tax and advisory services. Tell us what matters to you and find out more by visiting us at
Dannielle Hinwood
P: 02 8266 0636


charity, apps, disruption, fundraising



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