Pennies electronic charity box doubles number of donations in last six months
9 May 2012 | by The Retail BulletinThe Pennies scheme, which launched 17 months ago, gives consumers the option to donate a few pence to charity with a single touch of a button when they use a debit or credit card to purchase goods and services.
All the money raised goes to charity and retailers are able to nominate the charities they would like to support with the majority of donations they collect. The remaining money raised is shared amongst charities that cover a range of causes designed to appeal to a mass audience.
Alison Hutchinson, CEO of The Pennies Foundation, commented: "We have been delighted to see the public embracing micro-donations and joining the Pennies movement. The money raised so far is already making a big difference to so many people’s lives. We look forward to seeing that £500,000 figure continue to rise, as more retailers switch on Pennies and more charities benefit."
To date Pennies has supported a total of 29 charities. Domino’s Pizza was the first retailer to adopt the Pennies scheme in November 2010 and its nominated charity Special Olympics GB (Northern Ireland customers donate to Northern Ireland Children’s Hospice) has received over £185,000 which it is using to deliver a range of projects including a scheme to recruit up to 12,000 additional athletes with learning difficulties and 2,500 new volunteers.
Pennies is available in ten national retailers including Domino’s Pizza, Zizzi restaurants, Travelodge, GO Outdoors and Screwfix as well as a number of smaller merchants.
Kingfisher group’s Screwfix recently became the latest retailer to adopt the Pennies scheme. John Mewett, marketing director for Screwfix, said: "We believe that Pennies is a really simple and sustainable way to offer our ongoing support to our nominated charity Everyman. We were delighted by the immediately positive response from our customers which exceeded our expectations. Once added together their pennies will make a huge difference to the great work that Everyman does."
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