Lidl becomes first national retailer to roll out Pennies donation system
Lidl will become the first national retailer to introduce digital micro-donation system Pennies to its tills across the country next month.
The move follows a successful regional trial and will allow customers to donate up to 30p per transaction to charity at the card reader.
The discounter will start to roll the tech out, with all stores having it in place by mid-February until the middle of March. It forms part of Lidl’s fundraising efforts for the NSPCC, having recently extended its partnership with the charity by five years.
The supermarket aims to raise £5m by 2030 to support the charity’s Childline service, a free, confidential lifeline for vulnerable children and young people under 19 in the UK.
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Lidl will focus its efforts on supporting children who seek help during the night. Over the next five years, these donations will enable Childline’s Twilight team to double its reach, helping support over 100,000 children and young people who contact them when they need someone to talk to.
It follows the grocer having already raised £10m for the NSPCC since the partnership began in 2017.
Lidl GB CEO Ryan McDonnell said: “We are delighted to be extending our partnership with the NSPCC and to give voice to the amazing work they do to ensure that children across the country have the support they need.
“Thanks to the incredible generosity of our colleagues and customers, we’ve managed to raise an astonishing £10 million for the NSPCC to date, but we want that figure to keep growing. So, by bringing Pennies into our stores, we’re offering our customers a simple way to contribute to causes that matter, turning small donations into a significant collective impact.”




