Dobbies partners with micro-donation charity Pennies to make giving easier at the till

Dobbies Garden Centres has announced a new partnershipp with Pennies, the UK’s leading micro-donation charity, enabling customers to make a 25p charity donation when paying by card or digital wallet at the garden centre till points.

Launched during World Alzheimer’s Month, the introduction of Pennies offers Dobbies customers a simple, affordable way to contribute to Alzheimer’s Research UK every time they shop.

The launch builds on a series of activations over the course of the awareness month including the launch of a charity bulb collection, where £5 is donated from every pack sold; Dobbies colleagues running the Berlin Marathon; as well as donations collected from autumn, Halloween and Christmas event bookings. Dobbies colleagues and customers have raised over £30,000 since the launch of the Alzheimer’s Research UK partnership in March this year.

David Robinson, CEO of Dobbies and official Pennies ambassador, said: “We know that Alzheimer’s Research UK is a cause that resonates with our customers, and we wanted to make it as easy as possible for those who would like to donate.

Pennies has a proven track record in offering a safe, simple and affordable way for customers to donate in store, and we’re excited to see the impact we can have by offering this. Our aim is to contribute to groundbreaking research to find a cure for dementia. If 1,000 of our customers feel able to make a 25p donation, that will fund 28 hours of vital dementia research, which really would make a difference.”

Since its launch in 2010, Pennies has enabled more than 286 million micro-donations across the UK, turning digital pennies into millions of pounds for good causes.

Commenting on the partnership, CEO of Pennies, Alison Hutchinson CBE, added: “Welcoming Dobbies into the Pennies family means more customers will have the chance to give a few digital pennies at the till. By making micro-donations part of the shopping experience, Dobbies is opening up an easy and affordable way for people to support Alzheimer’s Research UK while doing their everyday shopping. It’s small change, but it adds up to a big impact.”

Peter Halewood, Director of Philanthropy and Partnerships at Alzheimer’s Research UK, said: “Dementia is the biggest health challenge we face today. If nothing changes, one in two of us will be directly affected by it – either by developing the condition ourselves, caring for someone with it, or both. Alzheimer’s Research UK exists to change that, but we can’t do it alone.

We are incredibly thankful to Dobbies and Pennies for launching this new partnership during World Alzheimer’s Month, a time when we put a spotlight on the need for a cure. This collaboration is helping us to end the heartbreak of dementia by raising vital funds and awareness.”