Lidl has announced a “supermarket first” at its tills that will allow customers to donate to the UK’s leading children’s charity.
The supermarket has become the first to introduce Pennies, a digital micro-donation system. This will give shoppers the option to donate up to 30p per transaction when they use a card reader at the checkout, and will be in place across all Lidl stores by mid-February until the end of March.
Pennies is a charity that works with retailers and payments providers to support other charities in need, and has already teamed up with the likes of Currys, Screwfix, JD Sport and Poundland on the British high street. Contributions made by Lidl shoppers will go towards the NSPCC, continuing the supermarket’s partnership with the charity that has raised £10 million since 2017.
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.
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“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.”
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