Entertainer customers raise £3m for children’s charities through cashless donations

Published on: 1st July 2019

Since introducing its Pennies system in 2011, shoppers at The Entertainer have raised £3m for children’s charities. 

Customers at The Entertainer toy shops across the UK have hit an incredible milestone of £3m raised for children’s charities across the country, simply by rounding up their purchases to the nearest pound using Pennies, the digital charity box.

Pennies is the digital upgrade of the traditional charity collection tin, and gives customers the option to donate a few pence to charity when paying by card or digital wallet. Since adding Pennies to its tills back in 2011, with the help of payments partner Worldpay, The Entertainer shoppers have rounded up their purchases more than 6.7m times.

Customer generosity has grown even greater since the introduction of a contactless option to donate in-store in 2018, which almost doubled the amount raised for charity each week. And in the six days of trading before Christmas 2018, The Entertainer raised a record £74,000 in consumer donations through Pennies.

Gary Grant, founder and executive chairman of The Entertainer, said: “We are so grateful to our customers for their generosity through Pennies at the till. The pennies donated have accumulated to a phenomenal amount of money since we introduced Pennies back in 2011 and have made a tremendous amount of difference to children’s charities all over the country. We cannot thank our customers enough for the impact their pennies have made.”

Charities benefiting from these donations include Great Ormond Street Hospital Children’s Charity, Alder Hey Children’s Charity, Birmingham Children’s Hospital Charity, and Bristol Children’s Hospital Charity’s The Grand Appeal. The money raised to date has supported everything from the provision of life-saving medical equipment to play therapy services to aid patient recovery and help families in need. Pennies has enabled 70m small change digital donations to date through its digital charity box, raising £18m in extra income for more than 400 charities (and growing). Currently , someone gives via Pennies every two seconds.

Alison Hutchinson CBE, chief executive of Pennies, added: “Our belief is that giving to charity should be simple, quick and make us feel good – and that’s what Pennies is all about. It is also entirely anonymous as no data is captured, so no follow-ups from charities.”


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