Payments + tech

DNA Payments.

First truly multichannel Pennies experience, providing fans a seamless donation experience when buying club merchandise in-store or online.

Partner type:
E-commerce, in-store payments

DNA Payments ›

DNA Payments Group has partnered with Pennies since 2017, kicking off with a series of omnichannel solutions for customer micro-giving in football clubs across the UK. DNA Payments, working alongside Retail & Sports Systems (RSS), represented the first truly multichannel Pennies experience.

They provide fans a seamless experience for giving a few digital pennies whether they bought club merchandise in-store on site, or online. Fans have taken to giving enthusiastically, all in support of local community projects, youth projects and mental health and disability programmes.

Speak to your DNA Payments relationship manager today to explore using Pennies in your payment journey, or contact Pennies to connect with our implementation support team, and to nominate your charity partner.

Featured partner story.

Beneficiaries of Wolverhampton Wanderers Foundation

Wolves FC.

Premier League team Wolves FC adopted Pennies in its online shop and stadium store in July 2019 – enabled by DNA Payments and partner Retail & Sports Systems. The club launched with Pennies as it was about to compete in the UEFA Europa League, alongside the new season kit release and they received an amazing customer response.

Read more

Micro-donations made by Wolves fans support the clubs official charity, Wolverhampton Wanderers Foundation, and Pennies. The aim of the club foundation is to motivate, educate and inspire people in communities to improve life chances. At present the Foundation runs 27 different projects within the community, from mental health awareness sessions to their disability programme, all of which encourages people from the age of 4 – 94 years of age to get involved. In the first 3 years, fans have given over 46,800 times and counting.

Fulham FC.

Fulham FC’s collaboration with Pennies has enabled the club, and it’s fans, to raise valuable additional funds for the Fulham FC Foundation from day one. By contributing only a few pennies with their purchases at the Stadium Store and when shopping for merchandise online, football fans can support a cause they feel most passionate about, helping the foundation build better lives through sport in the community.

Read more

The club’s partnership with DNA Payments was initiated when the club’s Head of Retail and Licensing, Sean Davies, was looking for a payment provider with a robust, fast and secure platform to cope with busy periods on match days, and offering a single view of each customer across channels. DNA Payments’ Optomany axept platform was the perfect fit, with the added benefit of offering the Pennies micro-donation option to customers too.

Beneficiaries of Wolverhampton Wanderers Foundation

Discover more partners.

Start your journey now.

From retail, hospitality and technology brands looking to make a real difference, to charities looking to boost their impact, now is your chance to join the micro-donation movement.


Collect micro-donations at the point of sale and deliver real social impact

Find the right micro-donation solution for your business


Work with Pennies and your corporate partners to receive digital donations for your charity

Use our micro-donation solutions in your own charity shops and online

Payments + Tech

Find out more about being a Pennies solution partner

About us


Our vision, mission and what we do

Creating impact on behalf of the sector

Meet the dedicated team

Meet our trustee board

Industry support for Pennies

Recognition for Pennies

How our work is funded

Current job opportunities

Find answers to commonly asked questions


Latest news

Nominations now OPEN for the Pennies Awards 2024.
Enter Pennies Awards 2024.