# Domino's Pizza first to offer microdonation service Pennies

- Link: https://fundraising.co.uk/2010/11/08/domino039s-pizza-first-offer-microdonation-service-pennies/
- Published: 2010-11-08T10:13:45+00:00
- Author: Howard Lake

**Domino’s Pizza is the first retailer to offer its customers the option to top 
up their credit/debit card payment with a donation to charities of a few pennies
using Pennies, “the electronic charity box”.**

![](https://www.fundraising.co.uk/files/images/news/pennies_org_chip_pin.jpg)

Created by The Pennies Foundation, a UK registered charity, [Pennies](https://www.pennies.org.uk)
uses the existing retail payments system. Donations are always pennies, never pounds
and giving is of course optional. There is “no personal information, no forms and
no commitment to give”, according to the charity.

## Advertisement

Donations can be made by one touch of a button on the Chip and PIN machine in-store
or when shopping online. Customers can donate between 1 penny and 99 pence to UK
charities. “All the money that’s given will go to charity”, say the charity.

Retailers choose the charities to benefit from the majority of the money raised 
through their outlets. In [Domino’s Pizza](http://www.dominos.co.uk)‘s case 75% 
of the income will be donated to 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 collected in the electronic charity box will be distributed
by The Pennies Foundation to charities delivering services to a range of people 
across the UK. During the initial period, these are Carers UK, Children’s Burns 
Trust, Children’s Hospices UK, Macmillan Cancer Support, NSPCC, RNIB, Shelter, The
Prince’s Trust, and Youth Music.

Consumers will know which charity is supported by the retailer before they decide
to press ‘YES’ and give their pennies. The public can see details of all the charities
being supported at www.pennies.org.uk.

Alison Hutchinson, CEO of The Pennies Foundation, said: “Pennies are powerful and
a lot of people giving a little can make a big difference. The more people who give
a few pennies through the electronic charity box the more people can be helped. 
What’s exciting is that as more retailers join in, more charities can be supported.
I’m looking forward to Pennies becoming a familiar sight on our high streets and
online and I’m delighted to be starting this journey with such a popular brand as
Domino’s.”

The relevant software developments for the Domino’s launch were completed by [Vexed Digital](http://www.vexeddigital.com).
_[
Editor’s note: the video at https://vimeo.com/16386437 is no longer available]._

[Pennies](http://vimeo.com/16386437) from [Pennies 4 Charity](http://vimeo.com/user5015298)
on [Vimeo](http://vimeo.com).