Lidl has become the first national UK supermarket chain to introduce the Pennies digital micro donation system at its tills.

This will allow customers to donate up to 30p a transaction for its charity partner NSPCC over a six-week fundraising period when they pay for their shopping.

The roll out of the technology began at the end of January. It will be in all its stores by mid-February for the fundraising campaign that runs until the middle of March.

It is designed to complement its existing in store cash donation tins for the NSPCC.

Its partnership with the NSPCC started eight years ago. Since then, it has raised £10m for the children’s charity.

As part of a five-year extension to the partnership the supermarket aims to raise an additional £5m for the charity by 2030 for its Childline support helpline service, which receives a call from a child every 45 seconds on average.

“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,” said Lidl GB chief executive Ryan McDonnell.

“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.”

NSPCC chief executive Chris Sherwood 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.

“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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