Project:
Pennies will give consumers the option to donate a few pennies of electronic change with a single click, bringing the age old habit of dropping coins into a charity box on a shop counter up-to-date across online and mobile shopping channels.

Impact:
Most charities expect their annual income to fall significantly in the coming years due to current economic conditions. Pennies plans to harness the power of micro-donations through debit, credit card and e-commerce transactions. Over three years, Pennies will establish a mobile channel and expand its online offering, raising £7m for UK charities. The long term vision is that wherever people use cards or mobile, they can donate electronic pennies, ultimately raising an additional £50M annually for charities worldwide.