For a while I’ve had a sense that we’re finally getting to the point where penny-on or rounding-up payments and donations would take off in a big way.
The appearance of Give Change Make Change’s website is, I believe, evidence of this development. A partnership between Cancer Research UK, WWF, British Red Cross, and Great Ormond Street Children’s Hospital, the service enables online shoppers to round up their payment with participating retailers to the nearest pound.
The donation is then split evenly between the four charity partners, covering people, animals and the environment. Its creators describe it as “the virtual collecting tin. By charities, for charities”.
The initiative has benefited from some impressive advisers, including 1000heads, Frank PR, IMRG, and RSM2000.
Although the service has an online focus, it is already thinking beyond that and is inviting contacts from multi-channel retailers interested in an offline version.
So, the appearance of Give Change Make Change, with its four major UK charity partners, and Pennies.org.uk, plus other existing services like Ploink!, encourage me to think that microdonations are becoming another important part of the online fundraising mix, and one worth testing.
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