iotaGift is a crowd-giving website for things people need every day, like shoes, a coat, or a household item. Givers see exactly how their money makes a difference in someone’s life, and requesters easily receive help. Requests are distributed via social media, and if anonymous, can be distributed by a trusted friend. Givers add as little as $1 to help fund the request. Once the total is raised, iotaGift orders the item and has it shipped directly to the requester. Two-thirds of the US population could sometimes use help. To mirror this need, an equally large population actively gives, with those making less than $100,000 giving the most as a percentage of income. Traditional giving choices are limited and givers don’t see where their money goes or who benefits. Charity administrative costs average 25-50%, lessening the impact of individual gifts. With its for-profit model, iotaGift is poised to disrupt the $300B charitable giving market by entering the $30B online giving segment.