UK consumers are taking to the idea of charity micro-donations, reports independent micro-donation channel, Pennies. In the four months since Pennies went live with its electronic charity box (1 November), over 250,000 consumer donations have been made through its participating partners Domino’s Pizza, Zizzi and Travelodge.

By rounding-up and giving their pennies, consumers have together already raised more than £57,000, benefiting13 UK charities so far.

Domino’s nominated charity, Special Olympics Great Britain (which benefits from 75 per cent of the money raised through this outlet) has received a total of over £42,000. This is being used to  deliver a Sports Leader Tutor Course in early spring this year to train Special Olympics Great Britain volunteers to become accredited tutors. The funds will also contribute to the set-up of 15 new sports clubs this year to bring sport to many more adults and children with learning disabilities.

Zizzi and Travelodge have been live for a shorter time, but their customers too are being generous, further testimony of the public’s attraction to simple, affordable, occasional giving. Zizzi works with The Prince’s Trust, which helps change young lives. Travelodge has chosen Cancer Research UK and KidsOut (which helps disadvantaged children) as its beneficiary charities.

Following the launch of their Pennies’ partnership in late December 2010, Zizzi has started the roll-out to its network of 100 plus restaurants across the UK, with an extension from the single initial restaurant (London, Central Saint Giles) to three additional locations, One New Change (London EC2), Bluewater shopping centre (Kent) and Newcastle. Customers have the choice to add 20p for charity when they pay for their meal.

Travelodge gives customers booking online the choice to round up to the nearest pound as they reserve their room, breakfast and any other services.  Over 87% of their bookings are made online.

Commenting, Alison Hutchinson, CEO of UK charity, The Pennies Foundation, which created Pennies, said:

“We are delighted by the huge numbers of generous people that have chosen to donate their electronic pennies. If there was ever a need to prove that every single penny counts, we now have over £57,000 worth of evidence. Many of the donations are literally a penny or two, but it all adds up and this is real money that will help charities deliver services to real people in need. Every penny goes to charity and four months from launch, Pennies is starting to make a difference. We couldn’t be happier and it doesn’t stop here as more partners are joining in.”

Karen Wallin, CEO Special Olympics Great Britain said:

“The generosity of Domino Pizza’s customers is absolutely incredible! I would like to express by sincere gratitude to all those who have donated – your generosity will truly be making a difference to the lives of thousands of people with learning disability giving them continuing opportunities to develop physical fitness, demonstrate achievement and experience enjoyment through taking part in sport!”


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