Lidl is set to become the first national supermarket chain to implement Pennies, a digital micro-donation system at its checkouts across the UK.
The initiative has started to roll out across the country, with all stores expected to have the system in place by mid-March.
The new technology will enable customers to make charitable donations of up to 30p per transaction through their card payments, supporting the NSPCC’s Childline service.
The move follows a successful regional trial and forms part of Lidl’s extended partnership with the children’s charity.
The change will roll out in all stores
LIDL
The digital donation system will operate through card readers at checkout points, offering customers a simple way to make charitable contributions.
During the six-week fundraising campaign, shoppers will have the option to add up to 30p to their transactions as a donation.
The initiative complements Lidl’s existing in-store cash donation tins, providing an additional method for customers to support the cause.
Research from Pennies suggests that micro-donations are gaining traction, with 42 per cent of UK consumers already familiar with the concept.
If every UK cardholder donated just 35p weekly, micro-donations could potentially generate £1billion annually for the charity sector. Lidl has already raised £10million for the NSPCC since their partnership began in 2017.
The supermarket chain has now extended this partnership for another five years, setting an ambitious target to raise an additional £5million by 2030.
CEO at Lidl GB 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 £10million 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.”
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Lidl has said the change is a supermarket first
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CEO of the NSPCC Chris Sherwood added: “We are thrilled that Lidl will be supporting the NSPCC for another five years with an extraordinary goal of raising £5million in the same period.
“We look forward to continuing to work together on new projects and ways of fundraising, including the Pennies initiative, which sees customers being able to make micro-donations at the till.
“The partnership with Lidl has brought significant benefits right across the NSPCC, helping us reach the children we’re here to support.
“Thanks to Lidl, we’ve been able to promote Childline through Lidl’s national marketing campaigns, raise vital funds through creative colleague fundraising, and celebrate Pride at local events. We cannot wait to see what the next five years bring.”
