Major high street brands sign up with the 'digital charity box' Pennies

British people already donate to charity every three seconds, says the micro-payment platform company

Pennies lets people donate when they pay by card
Pennies lets people donate when they pay by card

Dixons Carphone, Boots Opticians and Virgin Holidays have signed up with the "digital charity box" Pennies, which offers customers the chance to donate to charities when paying by card.

The tool enables customers to round-up or top-up small change anonymously in participating retailers, and is a response to changing consumer habits and the phasing out of traditional collection tins. Shoppers can donate a few pennies to charity at the point of sale; this can be in-store, online or in-app.

The three companies join a number of others that are already working with the payment platform, including Domino’s Pizza, ToppsTiles, Screwfix, Rontec and The Entertainer.

According to Pennies, British people now donate to charity every three seconds through ad hoc giving via cards. All of these payments are anonymous because the company does not harvest data on customers.

Alison Hutchinson, chief executive of Pennies, said: "With about a third of us leaving the house with just cards these days, Pennies makes it possible and simple to give our digital small change a big purpose at the touch of a button. And because we don’t keep personal data, there is a guarantee of no follow-up."

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