UK’s first electronic charity box launches – Domino’s Pizza leads the way

Pennies, the electronic charity box launches across the UK today.  It is an easy, affordable, private and secure way for people to donate between 1 penny and 99 pence to UK charities, big and small, as they shop and pay by card.

All the money that’s given will go to charity and just 8 pence a week from half of the UK’s card-holders would generate an additional £89 million every year.

The UK public is cutting back the amount they donate to charities.  Findings from a consumer survey of 1,513 people show that as belts are tightened because of economic conditions:

• 35 per cent have reduced the amount they give to charity, and
• 4 per cent have stopped giving altogether peaking at 8% of 35-44 year olds, but
• 29 per cent of the nation say they still give to charity often, rising to 40 per cent of the over 55’s.

Separately 8 in 10 of the public are concerned that charities will have to close crucial services, many delivered to the most vulnerable in our communities.

Against this environment, Pennies, the electronic charity box, has teamed up with its first retailer, Domino’s Pizza.  Pennies is available to Domino’s customers who order a pizza on-line and pay by card.  A second national on-line retailer is scheduled to go live shortly and plans are advancing with other retailers keen to make Pennies available both in-store and online in the New Year.

Created by The Pennies Foundation, a UK registered charity, Pennies harnesses the existing retail payments system. Donations are always pennies, never pounds and giving is a choice every time, no personal information, no forms and no commitment to give.  Donations can be made by one touch of a button on the Chip and PIN machine in-store or by one click of a mouse when shopping on-line.

Research indicates that more than 6 in 10 of the UK public will give to charity in this way (63%), rising to 74 per cent of younger adults (24-35 year olds).  More than a third (38%), say that they would donate some, most or nearly all the time with between 15 and 18 per cent willing to give whatever the ‘round-up’ is.

Retailers choose the charities to benefit from the majority of the money raised through their outlets.  For Domino’s Pizza this is Special Olympics Great Britain* which provides confidence building year-round sports training and competition to people of all ages with learning disabilities.

The remainder of the money collected in the electronic charity box will be distributed by The Pennies Foundation to charities delivering services to a range of people across the UK.  Consumers will know which charity is supported by the retailer before they decide to press ’YES’ and give their pennies.

With 43 million cardholders in the UK and almost 1 million card transactions an hour*, cards are the UK’s fastest growing payment method.  Pennies is open to all card-holders.  With support from a number of retail technology providers, the electronic charity box is simple for retailers to implement and open to all whether they operate in-store, online or both.

Alison Hutchinson, CEO of The Pennies Foundation, said: “Pennies are powerful and a lot of people giving a little can make a big difference.  The more people who give a few pennies through the electronic charity box the more people can be helped. What’s exciting is that as more retailers join in, more charities can be supported.  I’m looking forward to Pennies becoming a familiar sight on our high streets and online and I’m delighted to be starting this journey with such a popular brand as Domino’s.”

Chris Moore, CEO, Domino’s Pizza Group said:  “We are delighted to be the launch partner for Pennies. It’s such a simple idea that I can’t believe it’s not already a common fundraising method. I’d like to thank our customers in advance for the generosity I know they will show and I’m really pleased that the bulk of the money raised through Domino’s interactive orders will benefit Special Olympics Great Britain, which is a fantastic charity.”

Karen Wallin, CEO, Special Olympics Great Britain said:  “Right now we and our volunteers help around 8,000 athletes with learning disabilities to gain confidence and live their lives to the full.  We aim to increase this number by a further 12,000 by the end of 2013.  Money raised through Pennies will help us make a difference in many more lives.”