Loyalty and Gifting


Pennies is a fintech charity. It is the digital upgrade of the traditional charity box, enabling customers to donate a few pence to charity at the point of sale when paying by card or digital payment method; whether in-store, online or in-app. It also meets the growing needs of a cashless and mobile consumer public. Launched in late 2010, Pennies has generated over 44 million donations and raised over £10.5 million for retailers’ nominated charities. Pennies’ micro-donations are anonymous – personal data-free, quick, and a choice every time. The retailer nominates the charity that its customers can support. No data is collected, and there is no follow up; it really is about dropping a few pence in a charity box – but with digital small change.

Over 50 retailers are currently using Pennies, and cite benefits including; being seen to be a responsible retailer by their customers, generating a feel good factor at point of sale, and engendering staff support by involving them in the charity selection process.  Pennies is rooted in the payments and technology industry, but remains neutral in this space. Pennies is the current charity partner of the Emerging Payments Association, and has been the charity partner for the Retail Business and Technology Expo (RBTE, 2017), PayExpo, and the Cards & Payments Awards (2016). The charity estimates that if the UK’s card holders donated 30p once a month over £175m would be raised for charity every year.

Integration Overview

Pennies integrates simply into the checkout process, providing users with the ability to add a donation to their transaction. Donations are automatically reported to Pennies.

Automated reconciliation reporting allows a simple settlement process, ensuring donations rach your nominated charity quickly.

Integration Features

  • Ability to toggle the integration on/off on the storefront
  • Pennies donation only displayed when transaction in GBP
  • Ability to configure Pennies Merchant ID and Access Token through site preferences
  • Donation value calculated on basket total
  • Donations removed from basket if basket value changes after donation is added
  • Donation removed from basket if payment fails