CVS, a prominent veterinary services provider, is taking strides in charitable efforts by introducing Pennies’ digital donation option across more than 400 of its first opinion practices across the UK.

This initiative aims to aid their designated Charity of the Year, Guide Dogs, fostering vital support for breeding, training, and supporting guide dogs, as well as research and development for vision-impaired individuals and their families.

Digital Donation Drive

The Pennies platform, renowned as the UK’s leading micro-donation charity, facilitates digital contributions at payment points, offering a seamless way for customers to contribute to causes while making card or mobile wallet transactions. It modernizes the traditional cash charity box, catering to the evolving cashless preferences of the public, as revealed in a recent Pennies survey that highlighted the growing trend of people opting for small, ad-hoc donations and frequently stepping out without cash.

During client payments at CVS practices, Pennies enables patrons to voluntarily add a nominal donation to their purchase, automatically presenting the option to round up their payment to the nearest pound. Simultaneously, CVS reception staff will inquire if customers wish to contribute, ensuring multiple avenues for donations. The micro-donations gathered are directed towards Guide Dogs, CVS’ selected charity partner.

Early trials of the Pennies donation feature showcased an average donation of 45p per transaction, emphasizing the willingness of patrons to engage in this charitable initiative.

Supporting Guide Dogs

Kevin Fry, CVS Director of Client Operations, expressed pride in collaborating with Pennies, emphasizing the opportunity it provides for clients to support Guide Dogs seamlessly during service payments. The partnership aims to significantly impact Guide Dogs’ transformative work in assisting individuals with sight loss.

Guide Dogs’ National Corporate Partnerships Manager, Kiera Auty, applauded the introduction of Pennies at CVS, highlighting its significance in alleviating the challenges faced by charities in a cashless environment. Auty emphasised the pivotal role of CVS customers’ contributions through Pennies in enabling the charity to enhance the lives of those with sight loss.

Pennies CEO Alison Hutchinson CBE welcomed CVS to its micro-donation family, expressing confidence in the generosity of customers and their appreciation for contributing to a noble cause. Hutchinson foresees substantial community contributions through Pennies in collaboration with CVS in the forthcoming period. CVS has established Guide Dogs as its Charity of the Year, initiating collections in July 2023, and plans to continue fundraising activities until June 2024.


Image by Emily Whitfield-Wicks