London Gatwick became Pennies’ first airport partner in April 2025, seamlessly embedding micro-donations in their Salesforce-powered online parking journey and raising thousands for Air Ambulance Charity Kent Surrey Sussex.
London Gatwick partnered with Pennies to become the first UK airport to introduce micro-donations through its online car-parking journey.
With strong transaction volumes and an existing partnership with Air Ambulance Charity Kent Surrey Sussex (KSS), the airport saw an opportunity to offer their customers a simple, digital way to support the charity at checkout.
London Gatwick’s long-standing support for KSS, a charity with deep local resonance, created the perfect foundation for a digital micro-donation initiative that could turn the moment of purchase into meaningful impact.
We’re proud to see London Gatwick become our first airport partner, leading the way in making micro-donations part of the travel experience. Their support has unlocked thousands of moments of generosity, supporting the life-saving care KSS delivers every day.
Pennies’ micro-donation solution was integrated into London Gatwick’s online parking checkout on Salesforce Commerce Cloud. Implementation was led by Astound Digital, London Gatwick’s digital and Salesforce partner, who made sure the donation option was clear, simple to understand, and frictionless for customers, following Pennies’ best practice.
After a short trial, London Gatwick quickly moved Pennies to BAU, confident there was no negative impact on conversion or customer experience. From day one, customers responded strongly, with many choosing to donate as they booked their parking.
Due to London Gatwick’s high average order value, the journey launched with a £1 micro-donation option. Encouraged by the uptake, the team then ran a series of A/B tests and now offer multiple-choice options of different donation amounts. London Gatwick’s customers now donate over £100,000 per year to its charity partners.
We were delighted by how seamless the integration was and how positively customers engaged with the option to donate. It’s been a fantastic addition to our digital journey, and we’re proud to help raise vital funds for KSS’s life-saving work.
Partnering with Pennies and London Gatwick showed what’s possible when technology and purpose come together. Pennies’ micro-donation platform integrates seamlessly with Salesforce, giving passengers a simple way to support vital work in their community.
As part of London Gatwick’s second ‘Decade of Change’ sustainability strategy to 2030, their commitment to sustainable and responsible operations includes a strong commitment to charitable fundraising – with Pennies now a key pillar of their support for KSS.
Since launch, the partnership has demonstrated the power of small digital acts of kindness at scale, helping KSS keep flying and saving lives when every second counts. These micro-donations support their helicopters – true flying emergency rooms – and help their specialist teams reach patients across Kent, Surrey and Sussex. 24/7, 365 days a year.
More than £60,000 raised for Air Ambulance Charity Kent Surrey Sussex (KSS) in just 10 months.
Over 47,000 individual micro-donations made by passengers booking their parking.
£1 micro-donation journey introduced, with £2 and £5 journeys added to increase average donation value.
Just over 4 hours of micro-donations made by customers at London Gatwick can help Air Ambulance Charity Kent Surrey Sussex (KSS) pay for one set of tubing for a ventilator.
KSS use on average 32 of these a month, helping patients to breathe when they have been anaesthetised.
Support from London Gatwick’s passengers is already helping us deliver critical care across Kent, Surrey and Sussex. These micro-donations may be small individually, but together they make a life-saving difference.
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.
