UK Giving is Evolving as Micro-Donations Gain Momentum

Pennies’ 2025 survey reveals rising public support for everyday giving, as more consumers look to donate digitally this Giving Tuesday.

Ahead of Giving Tuesday on 2nd December 2025, new research from UK micro-donation charity Pennies reveals growing awareness and support for digital micro-giving. The survey, conducted by Sapio Research among 2,000 UK adults[1], shows that micro-donations to charities are becoming a key part of everyday giving behaviour.

While cash remains a valued way to donate, the UK’s shift toward digital payments is creating new opportunities for everyday giving. Micro-donations at checkout are now a trusted and popular way to support good causes and the public is responding positively.

Research Highlights – Pennies Consumer Survey 2025

• 51% of UK consumers are now familiar with micro-donations, up from 42% in 2024
• 47% say their perception of a business improves if it offers micro-donations
• 26% are more likely to shop with businesses that offer micro-donations
• 67% prefer giving a small amount regularly rather than a large amount occasionally
• 9 in 10 respondents would advise retailers to offer micro-donations to customers

Giving that Reflects Real Life

Pennies CEO, Alison Hutchinson CBE, said:

“As we head into the festive season and mark Giving Tuesday, this research shows that generosity in the UK isn’t declining – it’s simply changing. Micro-donations offer a practical and affordable way for people to give back while going about their daily lives. Whether it’s 25p when buying lunch or 50p when buying a gift online, these small actions come together to create something truly meaningful. It’s inspiring to see how these moments of kindness have helped make a significant impact to 1,100 UK charities.”

Festive Giving: Small Change, Big Impact

December remains one of the strongest months for charitable giving. Internal data from Pennies shows that micro-donations rise by 46 percent in December compared with monthly averages across the year. The trend reflects broader consumer behaviour, as many people seek accessible, low-pressure ways to support charities while shopping for gifts, meals and experiences.

Micro-donations are particularly valued for their simplicity and anonymity. With no forms, data sharing or subscriptions required, they offer a frictionless way to give – especially important in a cost-sensitive climate.

What Matters to Today’s Donors

The 2025 survey found that accessibility, trust, and emotional connection are key drivers of giving. Among those who have micro-donated, the top responses for what they liked about the experience were:

• It was affordable / only a small amount
• Its ease and simplicity
• The fact that small amounts add up to create bigger sums and impact

Respondents also said the act made them feel good about making a difference and proud about contributing to charity.

Transparency is also crucial. More than a third of consumers say they would be more likely to donate if they knew more about the charities being supported. And while traditional subscription models still play a role, 71 percent of respondents say they dislike being tied into long-term giving arrangements.

A Message to UK Businesses

The findings also carry a clear message for retailers and the wider payments industry. Nine in ten consumers would advise businesses to offer micro-donations, with a strong preference for doing so in a clear, customer-friendly way. Nearly half say they see businesses more positively when this option is provided at checkout.

Pennies has now partnered with more than 200 brands and leading payments providers including Worldpay, Verifone, Ingenico and Shopify. This technology and merchant network has enabled more than 295 million individual micro-donations since 2010.

Partners include high street names such as Domino’s, JD Group, Travelodge and Greene King across sectors from grocery and retail, to hospitality, transport, services and leisure. Names who’ve joined the movement in 2025 include B&Q, Iceland Foods, Lidl, Debenhams Group and Dobbies – showing growing interest in adopting micro-donations.

Looking Ahead

Pennies plans to use this latest insight to support further expansion across sectors and help more partners adopt customer-friendly giving options.

Alison Hutchinson added:

“We’re proud of the momentum behind the micro-donation movement, but we also know there is still so much potential to unlock. Our vision is simple: wherever people pay, they should have the chance to give a few pence to charity – making giving a part of everyday life. We’re looking forward to seeing the impact of festive giving this year and to building on this progress as we head into 2026 and beyond.”

Join the Movement this Giving Tuesday
To learn more or to get involved as a business, charity or technology partner, visit: www.pennies.org.uk

Media Contact:

media.relations@pennies.org.uk

Tel: +44 (0) 20 7600 9286

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[1] The survey was conducted by Sapio Research in September 2025 using an email invitation and online survey of 2,000 UK consumers nationally representative of age and gender. This was a repeat of surveys carried out in September 2024, October 2023 and October 2022.