Brands join forces with Pennies for Micro-Donation Day 2025

As demand for affordable, everyday giving continues to grow, Pennies, a trusted leader in micro-donations, announces the return of Micro-Donation Day on Monday 25th August 2025. Now in its second year, the campaign brings together businesses and consumers to champion digital generosity through small, meaningful acts of giving.

This year, a wide range of Pennies’ retail, hospitality and service partners are supporting the day, demonstrating the breadth of Pennies’ impact across sectors. Participating merchants include Booths, Central Co-op, Cotswold Outdoor Group, Gatwick Airport, Greene King, JD Group, Mamas & Papas, Motor Fuel Group, Millbrook Garden Centre, Regenerage, The Restaurant Group, Rontec, Screwfix, and Shepherd Neame.

Payment’s provider Worldpay, a longstanding Pennies partner, is strengthening its support for this year’s campaign by match-funding all customer micro-donations made across Greene King’s managed pubs and Cotswold Outdoor Group stores live with Pennies on the day – doubling the impact of every digital donation. To further boost awareness and connect with customers, Worldpay will also host Micro-Donation Day takeovers at two London locations, with activities designed to engage people around everyday giving.

Micro-Donation Day 2025 builds on the success of last year’s inaugural event, which inspired over 130,000 individual micro-donations in a single day, raising £30,000 for life-changing causes. This year’s campaign aims to go even further, raising awareness and funds for charities through the power of giving just a few pennies at the point of payment.

Alison Hutchinson CBE, CEO of Pennies, commented: “We’re so excited to bring back Micro-Donation Day for a second year, and to see even more of our amazing partners getting involved. Every digital micro-donation has the power to make a real difference – and when we come together to give, that impact is magnified. With Worldpay match-funding donations at Cotswold Outdoor Group stores and Greene King pubs across the UK, and the enthusiasm of our retail and hospitality partners, we’re aiming to raise even more vital funds for charity — and surpass the fantastic results we achieved last year.”

Pete Wickes, General Manager Enterprise for EMEA at Worldpay, said: “Micro-giving is a powerful concept and one that we are proud to support through our longstanding partnership with Pennies. This Micro-Donation Day we’re delighted to be hosting in-store events with Worldpay customers Greene King and Cotswold Outdoor Group, and, as part of our Worldpay Gives commitment, to be matching their customers’ donations too – helping create even greater impact and showing how simple acts of generosity can be amplified through technology.”

Since partnering with Pennies, Greene King and Cotswold Outdoor Group have helped to raise significant sums for charity — with Greene King raising over £3 million through Pennies donations to help support Macmillan Cancer Support and Cotswold Outdoor Group raising £750,000 from more than two million micro-donations, supporting charities such as National Trust, Cancer Research UK, and more.

Graham Briggs, Social Impact Lead at Greene King, said: “Micro-Donation Day is a perfect opportunity to raise awareness of the big difference that these smaller donations can really make, and to thank our customers for their continued generosity for Macmillan Cancer Support. Thanks to Pennies and Worldpay’s match-funding, each donation will go even further on the day, helping us raise even more to help support Macmillan’s vital work.”

Lucy Sutton, Marketing Director at Cotswold Outdoor Group, added: “Our customers have always embraced micro-donations with generosity and enthusiasm, and we’re delighted to be involved in this year’s Micro-Donation Day. A big thank you to Pennies for their continued support – and to Worldpay for match-funding donations on the day for our current charity partners, Cancer Research UK’s Race for Life and Snow Camp, doubling the impact and making a huge difference.”