The album was issued on 5 August via iTunes and on 19 August in music stores around the world. On 12 October 2008, Heap also participated in "Run 10k: Cancer Research UK," placing fifth of the women in the actual run and raising over £1000 for the cause with the help of her fans. In 2008, Heap was asked to perform at POP!Tech in Camden, Maine (US). There she performed selections from her then-forthcoming album "Ellipse". After her set and an encouraging plea for another performance later in the conference by the audience and organisers, Heap agreed. Having nothing else prepared though, she decided to improvise a song on the spot with parameters (tempo, key) suggested by the audience. After the show, Heap was asked by a Poptech attendee if she would give the newly created piece of music to his charity. A "lightbulb" moment occurred in Heap's head and she saw the potential in doing these improvised pieces for local charities at each show during the tour she would soon begin. The first of these songs materialised at Heap's show at Shepherd's Bush Empire, in London on 19 February 2010. Using the same parameters and audience participation from POP!Tech, Heap improvised a song titled, "The Shepherdess". After the show, Heap made the song available worldwide as a digital download on her website asking for donations per download. All proceeds went to the Great Ormond Street Hospital where Heap was diagnosed with osteomyelitis and underwent life-saving surgery as a little girl. Loving the concept, Heap rolled this out for her North American Tour, donating all the proceeds for each song to a local charity from that city. In 2011, Heap played a benefit concert in Christchurch, New Zealand, to help rebuild the Unlimited Paenga Tawhiti High School following a severe earthquake which destroyed a large portion of the city earlier in the year. The concert was held at the Burnside High Aurora Centre, also featuring performances from Roseanna Gamlen-Greene, and The Harbour Union including The Eastern, Lindon Puffin, Delaney Davidson and The Unfaithful Ways. It was her only New Zealand show for the year. On 4 June 2017, Heap performed at One Love Manchester, a benefit concert organised by Ariana Grande in response to the bombing after her concert at Manchester Arena two weeks earlier. She performed "Hide and Seek". In 2010, Imogen Heap partnered with Thomas Ermacora of Bubbletank to organise a series of online charitable events called "Live 4 X".