Marketers sometimes ask customers to "round up" or donate a few pennies each time they make a purchase, and the proceeds benefit a worthy cause.
Such microdonations tap into an aspect of consumer behavior where each consumer, giving a little, can feel good about doing his or her part in what becomes a significant donation.
Here are a few examples of making pennies count for social responsibility:
- JC Penney's "Pennies from Heaven" - Shoppers round up and donate the extra pennies to the retailer's backpack purchase program. This is only one of the JCP Cares community programs.
- Coinstar asks consumers to donate some of the change they count to designated charities. Different Coinstar units send the money to different charities (World Wildlife Fund, Unicef, etc).
- Pennies is a UK charity that supports dozens of charities with pennies rounded up from purchases at Domino's, Cellar & Kitchen stores, and other participating marketers.
- Penny Harvest is a NY charitable program that supports local causes with pennies collected and donated by students.