[2] One of Pennies' main charitable objects is to provide technology and infrastructure designed to make it easier to give to charity.

Shoppers are privately invited to donate small amounts (typically between 1p–99p) to charity when they pay for goods and services by card or digital wallet in participating retailers.

[9] Pennies is available in store with a range of retailers, including The Entertainer, Zizzi Restaurants, The Fragrance Shop, Greene King, Whitbread, H. Samuel and Ernest Jones (part of Signet Jewelers), and petrol forecourt operators Rontec and Motor Fuel Group (MFG).

[13] In late 2012, Pennies won the 'Best Not for Profit IT Project' in IT Industry Awards held by BCS, the Chartered Institute for IT and Computing magazine.

[14] In May 2013, Pennies was named as a finalist in the first Google Global Impact Challenge UK, which recognises innovative non-profits using technology for social good.

[18] Public figures such as Prince Harry, Cheryl Cole, Jason Donovan, Gary Barlow and Jeremy Irons have also supported Pennies.