Pub company Marston's to roll out charity micro-donation scheme to over 1,000 local pubs

Marston's is set to roll out its partnership with micro-donation charity Pennies to over 1,000 pubs

Marston’s is set to roll out its charity partnership with micro-donation charity Pennies to over 1,000 pubs across its pubs estate from October 2026, following a successful pilot programme.

As part of Marston’s charitable giving strategy, the initiative will provide guests with the option to make a small 20p donation at the point of payment. And offers the customer a simple way to support local causes that are connected to their pubs and local communities, without impacting one the cost of the meal or drink they have bought.

Based on the pilot’s response rate to date and Marston’s wider rollout plans, Pennies estimates that the scheme has the potential to raise over £250,000 annually for Marstons’s charity partners.

The initial pilot programme raised funds for Something To Look Forward To, Marston’s long-term charity partner. Something To Look Forward To will continue to receive all guest donations made via Pennies as the scheme expands.

Once the rollout is complete, Marston’s intends to offer the scheme to other local charities and causes that matter to its customers, communities and pubs, broadening the impact of the initiative even further.

Cambridge-based charity Something To Look Forward To improves quality of life for people affected by cancer and their families through gifts, experiences and essential support. Something To Look Forward To helps to ease some of the financial pressures that can come with treatment, while creating space for rest, wellbeing and positive memories.

Its support ranges from breaks in holiday cottages, pub meals and days out, to hotel stays, theatre tickets, beauty treatments and visits to attractions.

The charity was founded in 2015 by Fiona Coldron and her husband Andy, after Fiona’s breast cancer diagnosis brought home the difference that a meal out, a family day trip or a night away could make during treatment. Following Fiona’s death in 2021, her daughter Francesca has continued the charity’s important work.

Todd Lockley, Senior EDI & Communities Manager at Marston’s, said:

“Charitable giving is part of how we show up in the communities around our pubs. Pennies gives guests a straightforward way to support local causes that matter, through a small 20p donation at the point of purchase. The response from our first pilot pubs has been really encouraging and shows how small contributions can build into something meaningful.

“With more than 1,000 of our pubs embracing Pennies from October in aid of Something To Look Forward To, we're excited to see how the generosity of our guests and pub teams can continue to help such a worthy cause.”

Francesca Abery, Managing Director of Something To Look Forward To, said:

“Being affected by cancer can make everyday pleasures feel far away. A meal out, a night away or time together as a family can offer a real lift when life is dominated by appointments and treatment. We’re grateful that Marston’s guests will be able to support that through a simple 20p donation, helping us give families something positive to look forward to.”

Pennies is a charity seeking to keep small-scale giving alive as the UK becomes increasingly cashless. Founded in 2010, it has developed a digital charity box that allows customers to make a small, voluntary donation when paying for everyday purchases, whether in a shop, online or through a mobile device.

The concept is simple: instead of dropping loose change into a collection tin, customers can add a few pence to their transaction. Individually, the amounts are small, but Pennies' model is based on the idea that millions of small donations can collectively make a significant difference. The charity has reported that its network has generated over 349 million micro-donations, raising over £86 million for over 1,145 charities.

For charities, the model offers another way to reach potential donors without asking them to make a separate donation or commit to a regular gift. For businesses, it provides a relatively straightforward way to build charitable giving into the customer experience.

The model also reflects a wider challenge for fundraisers. As cash use declines, some of the spontaneous giving that once took place through charity tins and buckets can be lost. Pennies is effectively trying to recreate that behaviour in a digital environment.

Micro-donations are unlikely to replace major gifts or the longer-term relationships that underpin much charity fundraising. Their value is in complementing those approaches, making giving possible at moments when people are already spending.

In that sense, Pennies represents a small but significant shift in fundraising: making charitable giving part of everyday digital transactions, sometimes a 20p donation at a time.