For ten years, Adnams customers have been making donations to charity through the Pennies scheme. Generously agreeing to give their small change at the point of purchase has raised a small fortune for The Adnams Community Trust and staff-nominated charities.

We’d like to thank everyone for playing their part in its success. To date, our customers have made over 1.5 million donations and raised in excess of £360,000 for worthy causes. We are delighted with the scheme’s success.

Pennies offers an easy and accessible way for customers to give to charity and these figures show that micro-donations can have a significant impact. This sustainable source of funding is becoming increasingly important in helping charities continue their vital work, as the sector struggles to maintain its income in the current climate. It shows we can still make a big difference with thousands of small acts of kindness.

"Pennies is proud to have partnered with Adnams for 10 years now, offering their generous customers the option to donate a little when they pay. Adnams is a business that sits at the heart of the community, and since 2012 they have supported 28 charities with Pennies – collecting 1.5 million micro-donations which add up to real community impact. A huge thanks to the amazing Adnams teams and customers who have embraced Pennies since day 1 – and here’s to the next 10 years!"
Alison Hutchinson CBE, CEO, Pennies

Around 13.1m micro-donations were made through digital channels in 2021, including ecommerce and pay-at-table apps.

Our own list of beneficiaries is a lengthy one, but just a snapshot includes local appeals like the East Anglian Children’s Hospices, East Anglian Air Ambulance and Halesworth Community Nursing Care Fund. National and international causes to benefit have been the Disasters Emergency Committee and The Royal British Legion. Over £28,000 was raised for Prostate Cancer UK, over £14,000 went to Macmillan Cancer Support and cumulatively around £25,000 has been donated to causes supporting people living with dementia. On top of that, The Adnams Community Trust has received around £61,000 to help worthy causes within 25 miles of our home in Southwold.

Pennies is a FinTech charity. FinTech is ushering in a new era of cashless philanthropy, where people donate money to non-profits using digital methods. Their mission is to protect and grow the ways in which we can all donate small amounts of money that make a huge difference to UK charities. The Pennies’ way of giving really works, and the figures above speak for themselves.

Digital micro-donations provide businesses like Adnams with a simple way to support their nominated charities. The scale of the opportunity is huge. If every UK card holder gave just 35p a week, we could raise £1bn for charities annually, and positively transform thousands of lives. We’d like to thank everyone for their continued support.