Pennies pioneers Apple Pay and contactless micro-donations

David Reed, director of research and editor-in-chief, DataIQ

Fintech charity Pennies has extended its micro-donation solution to in-app Apply Pay and contactless via Worldpay. Having already handled over 40 million transactions in its seven year lifespan, the organisation is hoping to accelarate both retail and mobile donations further. Toy retailer The Entertainer is the first to have adopted contactless, while pizza vendor Domino’s has pioneered Apple Pay within its app.

“As a company dedicated to digital innovation, we’re excited to offer our generous customers the opportunity to make a difference with their small change through in-app donations with Pennies,” said Domino’s chief operating officer, Simon Wallis. “Since partnering with Pennies at its launch in 2010, our pizza fans have already donated millions to charity, including over £1.2 million for Teenage Cancer Trust, and this is another Pennies first we’re extremely proud of.”

Managing director of The Entertainer, Gary Grant, said: “It has been so exciting for The Entertainer - as Pennies’ first retailer and now with 1 million donations annually raising over £400,000 - to be the first to adopt its contactless option in our stores. In just a few weeks, we have seen our generous customers’ donations double which will have a huge impact on local children’s hospitals.”

One key consideration for retailers adopting the micro-payment solution is that it is both frictionless at point of sale - tills and apps embed a donation button that prompts customers to round up their bill to the nearest pound - and also does not capture personal information. This avoids any delays or obstacles to purchase which might result  and replicates the cash contributions made via charity boxes but in the digital space.

According to Helen Dickinson of the British Retail Consortium, “Pennies works because it’s profoundly collaborative, appreciative of the needs of simplicity for retailers and transparency for consumers. The reassurance of anonymous cashless giving has clearly been a key driver in its’ growing adoption across the retail industry.”