This achievement was made possible by over 130,000 small individual donations, demonstrating the collective power of giving, even in tiny amounts.

Pennies CEO, Alison Hutchinson CBE, said: “We’re thrilled that Pennies partners and customers have rallied together for the first ever Micro-Donation Day, and to be celebrating such a brilliant sum raised in a single day. Micro-Donation Day set out to raise awareness of our mission to grow micro-donations for charities and to show the real-world impact many small contributions can have, creating a powerful force for good that raises much needed funds for deserving charities. We want to say a big thank you to our merchant partners and their customers - together we’ve helped highlight what a powerful force for good micro-donations are.”

Micro-donations through Pennies can be made seamlessly at card payment terminals in-store, during online checkout, or via apps when shopping with participating partners across industries like retail, hospitality, leisure, and services. Since its launch in 2010, Pennies has seen millions of individuals contribute to the micro-donation movement. So far, over 221 million micro-donations have been made, raising more than £53 million for over 1,000 charities.

For Micro-Donation Day 2024, several Pennies partners boosted their involvement by hosting in-store activities, launching engaging social media campaigns, and running match-funding initiatives to amplify the impact of each donation. Key partners included well-known brands such as Adnams, Barracudas, Booths, Cotswold Outdoor, Currys, Domino’s, Hendy Group, Holland & Barrett, Millbrook Garden Centres, MFG (Motor Fuel Group), Poundland, Runners Need, Snow+Rock, The Entertainer, The Restaurant Group, Toolstation, and Well Pharmacy

Throughout the week of 26th August to 1st September, participating partners continued to drive awareness of the importance of micro-donations, resulting in more than 1 million individual donations across all partners.

Pennies has teamed up with more than 150 high street brands, enabling their customers to make small contributions at the point of purchase. Additionally, the charity collaborates with over 30 leading payments and technology providers, including Ingenico, Shopify, Verifone, and Worldpay, to seamlessly integrate micro-donation options into everyday transactions.