A poll of over 2,000 Brits reveals that as much as 85% of the public are put off giving by ‘follow up’ contact from non-profits. However, generosity towards charities has not decreased, with potential donors taking a heightened interest in how their money is spent (54.1%), and showing a preference for giving in smaller, more frequent ways, when they want to (71%).
Pennies CEO, Alison Hutchinson said:
“Independent research commissioned by Pennies tells us that the public’s generosity for charity giving isn’t changing, but the way in which they prefer to give is.
“A key challenge for the UK charity sector is the growing reticence in consumers for providing their contact data. This is to be expected given some high profile media coverage over the last year. Charities are increasingly looking for new and different ways to tap into the public’s enthusiasm for giving. One of the long standing ways to do this was charity collection boxes – but these are fast disappearing from our stores and streets.”
And this is where Pennies can help, suggests Hutchinson. Pennies provides a digital version of the traditional charity box, offering consumers the chance to anonymously donate anything from 1p to 99p when they pay by card at retailers they love, and across multi channels.
Continued Alison Hutchinson:
“It’s exciting to see consumers getting behind Pennies, with 26 million micro-donations being made in the last five years, raising over £6 million for communities and causes across the UK. Importantly these givers can rest assured Pennies collects no data, and follows the donation and not the donor.”
Retailers such as Domino’s Pizza, Topps Tiles, Screwfix, Shop’N Drive, The Entertainer and many more, use Pennies to raise money for charities that are meaningful to their customers – giving their small change a big purpose.
As consumers increasingly seek meaningful, affordable ways to give back, Pennies, the award-winning fintech charity which enables micro-donations to charity, has today appointed renowned consumer advocate and business leader Martin Newman as its new official ambassador.
Iceland Foods has joined forces with fintech charity Pennies to make it even easier for customers to support suicide prevention charity Campaign Against Living Miserably (CALM) this Charity Week (10 – 17 May 2025).
Pennies, the trusted leader in micro-donations, is proud to continue its longstanding partnership as the official Gold Charity Partner for the Retail Technology Show 2025, taking place on 2-3 April at ExCeL London.
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