Micro-donation charity uses Qlik’s visual analytics platform to measure digital customer donations

Qlik logoQlik® (NASDAQ: QLIK), a leader in visual analytics, has announced Pennies, the digital charity box, is using Qlik across its organisation to measure and analyse the micro-donations UK retailers are receiving from customers. Working with a wide range of UK retailers such as Domino’s Pizza, Topps Tiles, Screwfix and The Entertainer toy shop, across multiple channels, the charity is using the visual analytics platform to provide key reporting on customer giving trends, individual branch performance and fundraising totals versus micro-donations made. QlikView® was donated to Pennies by Qlik as part of the company’s “Change Our World” global social responsibility initiative.

Pennies is the digital upgrade to the traditional charity box that used to be found next to the cash register. The charity enables customers to donate a few pence to UK charities at the point of sale when paying by card; whether in-store, online or in-app. Over 26 million customer micro-donations have been made across 50 retailers with Pennies to date and they have just celebrated a key milestone of raising £6m for over 115 UK charities.

As all donations are received digitally, Pennies generates a wealth of data about where the donation was made – but importantly not about the individual who made it. Pennies follows the donation and not the donor. When the company was founded, it quickly became apparent that there was an opportunity to use this data to measure individual store performance and consumer donation trends, to see how the UK public makes their spare pennies count. However, Pennies was using a number of disparate systems to collect these metrics and it was increasingly time-consuming to run regular reports.  In addition, it was virtually impossible to gain a single view of the data coming into the organisation.

To help them overcome these challenges, Pennies was given a Qlik Software Grant in 2014 so they could install QlikView across the organisation. Qlik donated the software as part of the company’s “Change Our World” corporate social responsibility programme, which supports 230 charities worldwide with Qlik software licences.

Used widely within the data and marketing teams, Pennies now runs QlikView reports for its retail partners almost instantly on the donations they’ve been making and provides them with estate-wide and individual store performance figures. As reports can be generated so quickly, Pennies’ merchant partners are able to use this information to draw on performances of regional locations, online stores, and, in some cases, compare platform giving (e.g. website versus smartphone donation trends). They’ve also found that having this data inspires and encourages individual stores and staff members, based on which have taken the most donations at any given point.

Neil Ambrose, Systems Manager at Pennies said,

“Qlik lets us give vital, up-to-date, detailed information to all of our merchant partners. Importantly, it motivates and drives staff when they see how much money their stores are generating for charity. It also helps them thank their customers via their communications channels. The ease of accessing and aggregating this data via Qlik contributes to customers seeing how their small change is given a big purpose by helping many communities and good causes across the UK.”

Peter McQuade, Vice-President, Corporate Social Responsibility at Qlik said,

“We’re delighted to be helping new, innovative charities like Pennies see the full story in their data by donating our software free of charge. It’s excellent to see some of their merchant partners using this new information to engage and thank customers for their donations and we’re very interested in seeing how Pennies plans to use our best-in-class visual analytics technology moving forward.”

Philanthropic organisations interested in learning more about Qlik’s global corporate social responsibility programme, Change Our World, can visit http://www.qlik.com/us/company/community-service.

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