A big change is coming to Lidl tills across the country next month as the supermarket announces it will become the first national retailer to introduce Pennies, a digital micro-donation system.
The move follows a successful regional trial and will allow customers to donate up to 30p per transaction at the card reader. At the end of January, Lidl will start to roll the tech out, with all its stores having it in place by mid-February right up until the middle of March. This will offer customers the chance to make these micro-donations – a quick and easy way to turn spare change into meaningful contributions. This initiative will be available in stores for the six-week duration of a fundraising campaign and complements the existing in-store cash donation tins, further encouraging customers to support the cause.
Micro-donations are becoming an increasingly important form of charitable giving, according to research from Pennies. Nearly half (42%) of UK consumers are familiar with the concept, with estimates suggesting these donations could inject £1 billion into the UK charity sector annually if every UK cardholder contributed just 35p a week.
This move is part of Lidl’s fundraising efforts for the NSPCC, having recently extended its partnership with the charity by five years. The discounter aims to raise £5 million by 2030 to support the NSPCC’s vital Childline service, a free, confidential lifeline for vulnerable children and young people under 19 in the UK. With a child contacting the service every 45 seconds on average, trained counsellors are there to assist them in navigating challenges, improving their well-being, and finding hope in difficult times.
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 Lidl having already raised £10 million for the NSPCC since the partnership began in 2017. These funds have had a transformative impact, including essential support for the ‘Speak out. Stay safe.’ programme, which educated 1 million children on recognising abuse and seeking help, whilst also supporting 24/7 access to Childline.
Ryan McDonnell, CEO at Lidl GB, 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.”
Chris Sherwood, CEO of the NSPCC, added: “We are thrilled that Lidl will be supporting the NSPCC for another five years with an extraordinary goal of raising £5 million 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. Funds from the Lidl partnership have supported our essential services, such as Childline, which provides impartial support to all children in the UK. We cannot wait to see what the next five years brings.”
Highlights of Lidl’s 2024 NSPCC fundraising include:
- Colleague efforts: colleague-led fundraising, including bake sales, dress-up events, and sports challenges.
- Festive giving: donating £150,000 from sales of Lidl’s Christmas bouquets, cards, jumpers, and festive clothing.
- Mental Health Awareness Week 2024: raising £10,000 through sales of Deluxe Bouquets in May. In October, Lidl also partnered with Crayola and Hunter Price International to launch an activity set featuring Childline contact details, donating £1 per item sold.
- Events and sponsorship: Lidl sponsored NSPCC’s presence at Pride events nationwide and donated proceeds from product sales at The Baby Show, Royal Highland Show, and music festivals such as Tramlines and Victorious. For the third consecutive year, Lidl served as the retail sponsor for NSPCC’s Childhood Day, enabling customers to donate at in-store cash points. Additionally, on 7th and 8th June, Lidl contributed £1 to the NSPCC for every £10 spent by customers using the Lidl Plus app.
The discounter’s approach to fundraising and its unwavering commitment to supporting the NSPCC ensures the partnership continues to make a lasting impact on young people’s lives across the UK.
