Micro donations charity Pennies has secured its first high street retail backer in toy specialist The Entertainer, it has been confirmed.
Customers at any one of the trader’s 57 stores can now choose to round up payments to the nearest pound when at the point of sale in order to donate a small amount to four children’s charities.
Pennies has previously signed deals with restaurant chains Domino’s Pizza and Zizzi and hotel group Travelodge but through the integration of new software from YESpay International and Itim it has been able to implement its service with a multiple retailer for the first time.
The charities chosen by The Entertainer to share the raised money are Alder Hey Imagine Appeal, Birmingham Children’s Hospital, Wallace & Gromit’s Grand Appeal which fundraises for Bristol Children’s Hospital, and Great Ormond Street Hospital Children’s Charity.
Gary Grant, Managing Director of The Entertainer, said: “Pennies fits well with our culture of giving and supporting those less advantaged than ourselves. Our trial in four stores raised over £150 in its launch week, annualised this could raise around £100,000.
“That’s just outstanding and we are grateful and amazed by the acceptance and generosity of our customers.”
With customers able to donate privately via the payment terminal in store, Pennies believes the quick and easy system it has developed should raise significant amounts of money if adopted by enough traders.
Technology firms IBM and The Logic Group both backed the initiative last month, meaning any of their numerous retail clients will now have the ability to install the Pennies system on their payment terminals.
Alison Hutchinson, CEO of The Pennies Foundation, added: “We’re excited at the pace of Pennies development. It is fantastic to launch our first in-store high street experience within the fun and friendly environment of The Entertainer’s toy shops.
“Last year £26 billion more was spent using debit cards than using notes and coins. The death of cash is not around the corner, but card use is now massive and rising.
“Pennies makes it possible to give a little to charity by card in the same way that we’ve traditionally dropped coins into a collecting tin.”