Well, they are there so you can run an Alliance Patronage Event.
This is not a Game Loft hosted event, but one that you setup and run yourselves.
The results are that for every player that takes part, they can get a patronage gift from every other player that takes part. The end results depend on which Patron Gift is bought (Standard or Premium).
If you get 100 players to take part, and they each buy 2 Premium Patron Gifts (100k of gold needed), everyone will get 198 Premium Patron Gifts. These hold a lot of goodies, like Gold, Speedups, 100% upkeep apples, etc.
To run an Alliance Patronage Event, you have to do the following:
1. Setup 2 alliances
a. Alliance under patronage (Lucky Ones), with 1 member, this must be a closed alliance
b. Alliance that is the patron (Free Gifts), with at least 1 empty slot (this could be an open alliance)
2. Get 100 players to join Lucky Ones
3. Repeat the following for all players, 1 at a time
a. Leave Lucky Ones
b. Join Free Gifts
c. Buy the patronage gift(s) from (Items, Store, Utility, Scroll & Crown button, Premium/Standard Patronage Gift
d. Open the patronage gift(s) that were just bought (this must be done in Free Gifts)
e. Leave Free Gifts
f. Join Lucky Ones
To make it easier, the person running the event, should be the only person that posts in the Lucky Ones alliance chat, once the event starts.
They should post the name of the player who's turn it is to move to the Free Gifts alliance. Ensuring that the next player isn't listed until the previous player has left, and returned.
Once the event has started, only the person running the event should accept players into the alliance. This way they will know that the player has left, and returned (and that they have sent the gifts).
By the way, Lucky Ones needs to be a closed alliance, or someone else could jump into the alliance and get the patronage gifts sent from Free Gifts, and you really don't want that.
Free Gifts can be an open alliance, as they are sending the gifts. It's easier to have it open, as then the players don't need to keep applying and being accepted all the time.