Lidl is introducing a donation scheme at the tills, letting customers give up to 30p as they pay for their shop.
Customers will be invited to make a donation with card transactions, as Lidl fundraises for the NSPCC, having extended its eight-year partnership with the charity by another five years.
The ‘digital micro-donation’ scheme, called Pennies, is set to have rolled out across Lidl’s UK store estate by mid-February, following a regional trial. It will be in place for six weeks, as part of Lidl’s efforts to raise £5m for the NSPCC’s Childline service by 2030.
The money will help Childline’s Twilight team double its reach over the next five years, supporting over 100,000 children and young people, according to Lidl.
The discounter has already raised £10m for the NSPCC since 2017, including for the charity’s ‘Speak out, Stay safe’ programme, which educated one million children in recognising abuse and seeking help.
“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 CEO Ryan McDonnell.
“Thanks to the incredible generosity of our colleagues and customers, we’ve managed to raise an astonishing £10m for the NSPCC to date, but we want that figure to keep growing.
“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 CEO Chris Sherwood said: “We are thrilled that Lidl will be supporting the NSPCC for another five years with an extraordinary goal of raising £5m in the same period. We look forward to continuing to work together on new projects and ways of fundraising, including the Pennies initiative, which sees customers being able to make micro-donations at the till.
“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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