Pennies launches micro-donation appeal to fund coronavirus charities

Pennies, leaders in the UK micro-donation movement, has launched a direct appeal to the public for the first time, to enable consumers to give ‘micro-donations’ in support of two national charities directly combating the impacts of Covid-19 in the UK: National Emergencies Trust and NHS Charities Together.

Pennies, itself a charity, has enabled over 92 million small change donations over the last decade, through its digital charity box – offering customers the chance to donate a little change on top of a purchase in-store, online or in-app. By digitally reproducing the UK’s favourite way to give to charity – in small, affordable and ad-hoc ways– the charity has raised £23 million in extra income for more than 600 charities.

However, with many shops havi​ng to close to protect lives during the coronavirus crisis, there are fewer opportunities for consumers to donate if offered in-store. Pennies remains live in brands still able to trade including the likes of roadside retailers MFG and Rontec, and online in Domino’s, Screwfix and Papa John’s. The charity says it is seeing “record breaking” donations in e-commerce, as consumers switch to in-app and online retailers while the country remains on lockdown.

Alison Hutchinson, Pennies CEO explains the decision to launch an online appeal:

“We are seeing record levels of consumer generosity in e-commerce, and its clear that – especially as we self-isolate – we want to come together as a community and make a difference where we can.

“In response to the consumer demand, we felt launching a campaign right now, in this way, was important to offer the public a way to give a little as they keep in touch with friends and family online. And if each adult gave just £5 – equivalent to a couple of cups of coffee,  we could collectively raise £250million towards supporting those most affected by coronavirus, the people caring for them, and the frontline workers putting themselves at risk for us all. This is why micro-donations matter, now more than ever.”

Alison Hutchinson CBE, CEO, Pennies

Pennies’ coronavirus fundraising appeal is now live on Facebook. Pennies is also currently working with increased demand from retailers that are able to consider enabling micro-donations online, and technology firms who can unlock more payments options. The charity has just last week launched online with fashion retailer Warehouse.

Pennies recently estimated that if every banked adult gave just 35p a week, there is a potential £1bn opportunity for the UK charity sector collectively.

ENDS

For more information, contact Rob Dyson, Head of Marketing & Communications at Pennies on 07813 091 970 / rob.dyson@pennies.org.uk

About Pennies

• Pennies is an award-winning fintech charity with an important mission: To protect and grow micro-donations, ensuring the public has digital ways to keep donating the small amounts of money that are so vital for charitable causes. Pennies’ aim is to build a community of givers and turn small acts of kindness into powerful impact for the charity sector. Because, now more than ever, micro-donations matter.
• Pennies has enabled over 92 million small change donations over the last decade, through its digital charity box – offering customers the chance to donate a little change on top of a purchase in-store, online or in-app. By digitally reproducing the UK’s favourite way to give to charity – in small, affordable and ad-hoc ways– the charity has raised £23 million in extra income for more than 600 charities.
• Pennies is partnered across a breadth of 60+ retail, hospitality and service sector leaders across the UK, Northern Ireland and Republic of Ireland, including The Entertainer, Domino’s, Boots Opticians, Oasis Fashion, Hobbycraft and Screwfix. www.pennies.org.uk.