3. Pennies: The Power of Micro-Donations

If you’re looking for something slightly different, Pennies offers a fresh take on digital giving.

Pennies is a micro-donation platform that enables small, optional contributions at checkout. This option isn’t just for website purchases either, and can be used online, in-store, or through apps. They describe their mission as:

“A trusted leader in digital micro-donations, Pennies has created a movement that offers businesses a powerful way to demonstrate social purpose, helps charities make a greater impact, and gives consumers an affordable way to donate without cash as part of their daily lives.”

Pennies is a charity in its own right and partners with major organisations such as Age UK, Macmillan, and Shelter. It’s a brilliant option if you’re looking to make giving frictionless and accessible.

How Charities Can Replace AmazonSmile’s Impact

While none of these platforms have the same household recognition as AmazonSmile, they do provide new opportunities to engage your supporters in meaningful ways.

Here’s how to make the most of them:

Promote your new platform everywhere: add it to your website, donation pages, and social channels.
Frame it as positive news: announce it as “A new, easy way to support us while you shop” to re-engage donors.
Include it in newsletters and thank you emails: frequently remind supporters that small actions make a big difference.

By taking a proactive approach, you can turn AmazonSmile’s closure into an opportunity that helps your supporters feel even more connected to your cause.

Why Small Changes Still Matter

Even though the AmazonSmile programme has ended, digital fundraising for charities continues to evolve.

From cashback-style donation tools to micro-giving platforms, there’s no shortage of creative ways for supporters to give back. The key is making it simple, transparent, and emotionally rewarding like AmazonSmile once was.

By testing new tools like Give as you Live, EasyFundraising, and Pennies, your charity can keep donations flowing and even discover better engagement than before.

Explore More Charity Resources

If your organisation is looking for free tools, digital fundraising ideas, and expert guidance, visit our Charity Hub. It’s full of practical resources to help you strengthen your online presence, grow supporter engagement, and continue your mission with confidence.

AmazonSmile alternatives: How charities can keep donations flowing