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Our History

The Pennies journey, from concept to high street

Pennies Leaflets

The Pennies journey

Our vision is that wherever consumers use a card for payment, whether online, in shops or even on their mobile phones they are given the opportunity to donate a few pennies to charity – micro-donation in action. That vision is becoming a reality.

Many people and organisations have been involved in the journey which has brought Pennies, the electronic charity box, to the UK public.  Retailers, payment technology providers, foundations and charities have all joined the Pennies movement to open up this new fundraising channel for UK charities.

Everyone who has contributed to Pennies has been united by one aim: through Pennies to make giving micro-donations easy and affordable for everyone to join in to raise funds for charities at a time when they are desperately needed. Independent of cause and channel Pennies is a new channel for the old habit of dropping a few coins into a charity box on the shop counter, brought up to date for when we pay by card.

Pennies launched on November 1st 2010 with our first retailer, Domino’s Pizza, which gave us immediate national reach via their online ordering service, with pizzas collected or delivered from over 600 outlets throughout the UK.  Zizzi restaurants and Travelodge quickly followed and so the movement began.

Pennies Milestones

November 2010
Launch with Domino’s Pizza online

June 2011
Winner of Technology4Good award

August 2011
Launch with first in store retail chain, The Entertainer

October 2011
Shortlisted by Third Sector magazine for Britain’s Most Admired Charities awards in the Most Innovative Charity category.

November 2011
Pennies celebrates one year on at BAFTA with 1 million donations

February 2012
Domino’s Pizza customers donate 1 million times

March 2012
‘Pennies with Zizzi’ is project of the year and wins category prize for Corporate, Social and Environmental Responsibility at the 8th Real IT Awards

July 2012
The Entertainer donations reach £150,000

October 2012
Domino’s Pizza launches mobile app including Pennies

November 2012
Winner of best not-for-profit IT project in the UK IT Industry awards.

Pennies celebrates 3.5 million donations and 100% growth year on year at 2nd anniversary event at BAFTA.

New partners join us including DFS, Monarch, Barclaycard, Sage Pay

Number of charities benefitting via Pennies reached 50

January 2013
Pennies reaches the £1M raised for charity milestone, from 4 million consumer donations

February 2013
Robert Leitão of Rothschild Global Financial Advisory becomes Pennies’ Chairman of Trustees

May 2013
Named as a Finalist of the Google Global Impact Challenge

August 2013
Thanks to over 6 million donations, Pennies passes the £1.5M raised mark

February 2014
Thanks to all, Pennies past the £2M raised mark, supporting nearly 100 charities

March 2014
Donations via Pennies reached an awesome 9 million donations since its launch