We are delighted to announced the finalists for the 6th Annual Pennies Awards 2025. Recognising partners unlocking small acts of giving and huge impact, the ultimate winners of this year’s Pennies Awards will be announced on 12th November 2025.
How Freddie’s Flowers Became the First Brand to Offer Recurring Micro-donations with Pennies
Flower delivery brand, Freddie’s Flowers, worked with Pennies to add a micro-donation option to their subscription offering. The integration was optimised for their unique customer proposition and has seen thousands of customers opt-in to date, raising vital funds to support people living with dementia.
Freddie’s Flowers was committed to raising more money for their charity partner Dementia Adventure, whose aim is to provide a more active and fulfilled life for everyone living with dementia through supported holidays, training and support.
The team wanted to work with Pennies to offer their customers the option to add a micro-donation to their flower delivery orders. But, as a leading e-commerce subscription retailer, any new additions to their customer proposition needed careful evaluation, ensuring they protect and enhance customer acquisition and retention.
What we did.
Working hand in hand with Pennies, Freddie’s Flowers began by launching a donation option in the existing subscription journey. Pennies worked closely with the development team to ensure a seamless integration with the existing user experience.
Through their account settings, existing customers were given the option to add a 20p donation to every order, with information about charity partner Dementia Adventure, and the potential impact of donations, clearly available at the point of donation. Customers could opt in and out at any time with a single click.
After the initial success of the rollout with existing customers, Freddie’s Flowers expanded the partnership further – introducing the Pennies donation option into two new journeys:
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- the new customer subscription journey
- the one-off gifting journey.
What we learned.
To test the donation journey and ensure a smooth experience for all customers, Freddie’s Flowers ran a five-month A/B test on both customer journey types – subscription and one-off gifting. A Pennies opt-in option was added at checkout for half of all users, with the other half continuing through the existing journey.
The results were reassuring; there was no statistically significant difference in conversion rates between the two groups – confirming that adding a donation option did not deter customers from completing their order.
At the same time, donation rates steadily increased: from 3.4% to over 4% on subscription orders, and 8–9% of gift orders included a donation – further proof that micro-donations can deliver meaningful impact at scale without compromising the customer experience.
Encouraged by these great results, Freddie’s Flowers gained the confidence to roll out the donation option across all customer journeys.
Pennies really understood our challenges as a direct to consumer subscription business and worked with us to deliver an optimal integration with our existing customer experience. The donation option has proved intuitive for our customers and we’ve been really pleased with the response – with thousands opting in to support Dementia Adventure on their mission to ensure people living with dementia can experience and benefit from the power of nature.
The impact.
Micro-donations are now available across all Freddie’s Flowers payment channels, meaning whether a customer is buying a gift, setting up a new repeat delivery or updating their existing subscription, they have the chance to give a little with Pennies.
Since launch, thousands of pounds in additional funds have been raised for Dementia Adventure – proof that micro-donations can enhance the customer experience for both one-off and repeat customers and can deliver meaningful impact at scale.
positive resULTS
Since launch, Freddie’s Flowers customers have raised over £26,500 through more than 132,000 micro-donations.
strong support
Micro-donations are included in 8–9% of gift orders and 4% of subscription orders, showing consistent customer engagement.
BIG IMPACT
Donations have made a real difference for Dementia Adventure, funding supported breaks for couples living with dementia.
Did you know?
A day of micro-donations made by Freddie’s Flowers customers could help Dementia Adventure fund a refresher first aid course for a holiday support volunteer.
Micro-donations from Freddie’s Flowers’ customers have raised vital funds for Dementia Adventure, supporting their wider mission to provide a more active and fulfilled life for everyone living with dementia. These small-group and individually tailored holidays for people living with dementia and their carers provide an essential escape from routine and a much-needed break together.
“By the end of the holiday I felt like a wife for the first time in a decade, rather than a carer. I felt that very strongly.” – Dementia Adventure beneficiary
We’ve been proud to partner with Freddie’s Flowers to deliver the first micro-donation option within subscription and recurring payments. Giving more customers a truly affordable way to regularly donate, in a space where they are already making a regular payment, could be truly game-changing for charities.
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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.