A new electronic charity box launched, which enables shoppers to pay by card and choose to round-up their bill to the nearest pound and donate the extra pennies to charity. Domino's Pizza is the first to implemented Pennies, and other retailers will
follow shortly as businesses have shown interest in implementing the electronic charity box online and in-store in the New Year.
Pennies is being launched at a time when giving to charity is down, but the services of charities are needed. It is an affordable and private way for consumers to donate between 1 penny and 99 pence to UK charities. All the money that’s given will go to charity - 8 pence a week from half of the UK’s card-holders would come down to an additional £89 million every year.
Retailers will 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 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.