Micro-Donations: A Simple Way to “Give Your Way” This Giving Tuesday

Pennies, the trusted leader in micro-donations, proudly supports the Chartered Institute of Fundraising in celebrating Giving Tuesday—a day dedicated to the many ways we can all give back. Pennies makes giving easy and accessible through micro-donations, offering the public the opportunity to donate a few pence to charity when paying by card or digital wallet—creating a lasting impact for those in need, today and every day.

Discover the difference we’re making—read our Impact Report 2024.

Embracing “Give Your Way” with Micro-Donations

This year, Giving Tuesday embraces the theme “Give Your Way,” celebrating the many ways people can make a difference that fits into their lifestyle. Pennies micro-donations are a perfect example of how giving can fit into someone’s everyday life, by giving consumers the opportunity to donate a few pence to charity, when they pay by card or digitally, in a simple, safe, and sustainable way.

In September 2024, Pennies conducted a landmark survey _[1] of UK consumers to gauge attitudes and behaviours about donating to charities. After being told that if every UK cardholder gave just 35p a week to charity, it could raise an additional £1 billion for charities every year, almost half (48%) of respondents said that they’d be more likely to micro-donate.

Micro-Donations: Small Change, Big Impact

While the UK public generously donated £13.9 billion to charities in 2023, up £1.2 billion from 2022 _[2], increased personal, energy and household costs are the most common reason (56%) cited by those who don’t donate to charities.

Pennies CEO, Alison Hutchinson CBE, said:

“With the increased cost of living in recent years, it is not surprising that many consumers are feeling the pinch, but this also serves to highlight the importance and potential impact of micro-donations, where giving a few pence when paying for a purchase by card or digital wallet can make a huge difference to charities. It’s encouraging to see steady momentum in the proportion of consumers who make micro-donations, which increased to 46% this year.”

Given that nine-in-ten (90%) consumers would advise retailers to facilitate micro-donations, this bodes well for the growth of micro-donations as nearly half (42%) of UK consumers are now familiar with micro-donations, which is a steady increase compared to the 35% in both 2023 and 2022.

Explore the power of giving—uncover insights in our Impact Report 2024.

Generosity on Giving Tuesday

Last year, micro-donations came to life through Pennies’ participating partners on Giving Tuesday:

• Domino’s UK and its customers raised a combined total of over £3,200 through more than 10,800 micro-donations and match-funding. Every three minutes of micro-donations raised could help Teenage Cancer Trust fund a Youth Support Coordinator provide the extra help that young people with cancer need with things like studies, relationships and mental wellbeing.
• Poundland customers, together with Poundland’s match-funding, contributed over £6,200 in total through more than 25,000 micro-donations. Each minute of micro-donations raised could help Make-A-Wish Foundation buy furnishings for a child who wishes for a transformational bedroom makeover.
• The Entertainer and its customers raised a combined £4,400 through more than 4,900 micro-donations and match-funding. Every two minutes of micro-donations raised could help Great Ormond Street Hospital Charity fund a bespoke sofa bed so that a parent can stay overnight with their child in their room.

In total, more than 109,000 micro-donations were made on Giving Tuesday 2023 —a 7.9% increase from the 101,000 donations made in 2022—a clear indication of growing generosity through customers giving their way, little and often.

See how your pennies are changing lives—check out our Impact Report 2024.

A Simple Way to Give Every Day

Pennies’ micro-donations make it easy to “Give Your Way,” fitting seamlessly into daily life. Since its launch in 2010, Pennies has facilitated over 238 million micro-donations, raising £57 million for more than 1,040 charities. Today, consumers can micro-donate with over 150 participating retailers, including Poundland, Superdrug, Domino’s, Currys, The Entertainer, Greene King, and more.

Pennies CEO, Alison Hutchinson CBE, explains:

“Pennies’ micro-donations make it really easy to give a few pence to charity when you pay by card or digital wallet. When you’re shopping with a Pennies partner, simply press ‘Yes’ at checkout to add a small donation—100% of which goes to charity.

Micro-donations are a simple and hugely impactful way to make giving part of your everyday life. If every UK cardholder donated just 35p a week, we could raise an incredible £1 billion for charities each year! And with over 150 partners offering micro-donations through Pennies, it’s never been easier to give while you shop.

This Giving Tuesday, don’t forget to press ‘Yes’ to donate when you pay—your small change can make a big difference!”

_[1] The survey was conducted by Sapio Research in September 2024 using an email invitation and online survey of 2,000 UK consumers nationally representative of age and gender. This was a repeat of surveys carried out in October 2023 and October 2022.

_[2] UK Giving, March 2024, Charities Aid Foundation