The Trust Retail partnership with Pennies and independent pharmacy chain Well was named the Retail Charity Partnership of the Year winner at the Retail Systems Awards (19 June 2024).
Back in February 2023, Trust Retail launched a new partnership with Pennies, the award-winning micro-donation charity. This then led to a partnership with Well Pharmacy, which integrated micro-donations into their purchases, utilising both Trust Retail and Pennies technology.
The award recognises efforts that enable retailers to serve their charity partners better. Well was chosen to demonstrate innovative methods for customers to donate using technology to aid the physical delivery of charity collections.
Well’s move to microdonations boosted colleague and corporate fundraising in aid of Mind. Customers were offered the chance to donate 9p on top of their purchase when making a payment by card or digital wallet. These funds, which are processed by Trust Retail in conjunction with Pennies, help support the mental health charity Mind’s running of services, including the Mind Infoline, legal line, and online community, Side by Side.
“At Trust Retail, our ethos is to help retailers build a better, more sustainable tomorrow by driving social and environmental change. We’re thrilled that the work we have done with Pennies for Well has been recognised with this accolade. It’s a great step forwards in helping to make it seamless for customers to play their part with frictionless donations to support charities. We look forward to helping Well continue to reach its fundraising targets and expanding this technology across our Trust Retail portfolio.”
Mike Dotson, Managing Director, Trust Retail
“It’s an honour to be the recipient of the coveted Retail Charity Partnership of the Year prize at the Retail Systems Awards. Since our launch last year, we have seen great take-up of this innovative way of donating. The simple approach is making all the difference to the charities we choose to support”
Seb Hobbs CEO, Well Pharmacy
“Thank you to all the customers at Well Pharmacy who have chosen to donate just a few Pennies which add up to make such a huge difference for Mind. We were delighted to welcome Well Pharmacy and Trust Payments to the Pennies family and so pleased they have been recognised for their role in growing the micro-donation movement making it easy and affordable for consumers to give.”
Alison Hutchinson CBE, CEO, Pennies
Pennies has estimated that micro-donations present an ambitious but achievable opportunity to inject an annual £1bn into the UK charity sector—if every UK cardholder gave just 35p a week.
In total, the fintech charity has enabled over 200 million micro-donations, raising over £ 52 million in vital additional income for charities in the UK, Northern Ireland, and the Republic of Ireland.
The Retail Systems Awards have been running for 19 years and celebrate innovation in retail technology.
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