Micro-donations are becoming the new norm, as Pennies celebrates 100 million milestone

Charity micro-giving is “becoming as normal as shopping itself” as we announce that consumers have now made 100 million micro-donations with Pennies, to support charities in the UK.

As the charity leading the micro-donation movement in the UK, Pennies has built a community of givers who are turning small acts of kindness into powerful impact for the charity sector. We’re marking this remarkable 100 million milestone at a time when micro-donations matter more than ever, and it’s thanks to the generosity of the UK public and the businesses who form a vital part of our movement that we’re able to celebrate this achievement today.

Responding to ethically-driven consumers

As businesses find new ways to operate that embrace social distancing, but still offer customers an experience, we’re pleased to see so many are responding to the growing number of ethically-driven consumers by adopting micro-giving.

Alison Hutchinson CBE, CEO of Pennies, shared her thoughts on the 100 million micro-donation milestone, and the role of business to drive further impact for charity:

“Over the last 10 years, the business sector has steadily accelerated this charitable micro-donation movement and it’s fantastic that we’ve now passed 100 million consumer donations, raising £25million for more than 600 different charities.

“Retail and hospitality businesses who partner with Pennies can give their customers the option to donate at the point of sale when paying digitally, in-store, online and in-app – and where they have had the opportunity, consumers have digitally donated in their millions. We are delighted how well the UK public is embracing technology as a force for good, especially in recent months where the need has been so great.”

A recent Nunwood/KPMG survey in (June 2020) found the “new consumer” is more altruistic, prioritising community and integrity over deals and profits, and that they want business to show how they are giving back, illustrating further demand for this type of giving.

Charity income plummets as need grows

Meanwhile, new forms of funding can’t come soon enough as UK charities are expected to lose £12.4bn in income for the year, according to a survey conducted by the Institute of Fundraising, the NCVO and the Charity Finance Group in June 2020.

“Retail and hospitality holds a strong hand to make a vital and scalable impact on national, regional and local charities. What we’re seeing, brilliantly, is business becoming a bigger part of a solution, and movement, which can help heal communities and engage colleagues – not to mention bolster ESG programmes.”

Alison Hutchinson CBE, CEO, Pennies

At the height of the lockdown in April, health retailer Holland & Barrett added Pennies’ donation option to its website, app and stores in under two weeks, meaning customers could add a 50p donation to purchases in support of the NHS Charities Together COVID-19 Urgent Appeal. On average, enough money is raised each day that it could fund 20 blood pressure monitors for patients self-isolating and unable to leave their home.

Nick Collard, Chief Customer & Digital Director at Holland & Barrett, and his team realised Pennies was the partnership they needed as they responded quickly to the pandemic.

“Enabling Pennies in-store and online at Holland & Barrett was a natural decision for us, to offer our socially-minded customers an opportunity to support those on the front-line during the COVID-19 crisis. We knew we wanted to adopt digital micro-donation quickly and across channels, and the Pennies team made this a smooth and seamless process. Customers immediately ‘got it’ and have been donating with enthusiasm.”

Nick Collard, Holland & Barrett

Join Pennies and help create a legacy of micro-giving

So as we celebrate this major milestone in Pennies history, we can truly feel positive about our future. We’re seeing Pennies micro-giving becoming as normal as shopping itself, and with your continued support we can unlock the next 100 million micro-donations for charity in record time.

Please get in touch with the team now to find how to partner with Pennies.  Whether you’re a retail, hospitality or service sector business, a payments or tech company wanting to enable micro-donations for your clients, a charity looking for new forms of income, or a supporter looking to help our charity as we continue on our mission to protect and grow micro-donations – we would truly love to hear from you.

Because together we are building something special. Because everyone should be able to give a little, and feel part of something bigger. And because micro-donations matter.