Aston Villa is proud to partner with Pennies, the UK’s micro-donations charity, as it looks to boost vital funds for its community Foundation.
Villa supporters will now be given the option to donate to the Aston Villa Foundation, with fans buying merchandise invited to make a small digital donation when making a card purchase in-store.
Every penny given goes to charity: 90% to the AVFC Foundation and 10% to Pennies, who use its funds to grow the micro-donation movement and operate the ‘digital charity box’.
Aston Villa Head of Retail Tim Perry said: “Pennies is an award-winning micro-donation charity with 12 years expertise in the field of digital donations, and we know fans’ generous small digital gifts will really boost fundraising for our community projects through our Foundation.”
Aston Villa Foundation Fundraising Lead Paisley Jeavons added: “We are always looking at new ways to maximise donations to support our community projects, and the introduction of digital donations through the Club Store will be essential to our fundraising. We are excited to work with Pennies and hope supporters can get behind this new way of donating.”
AVFC will use the funds through their Supporting Our Own initiative, to provide Villa experiences for people facing challenging personal circumstances.
Pennies CEO Alison Hutchinson CBE said: “We are thrilled to welcome Aston Villa FC to the micro-donation movement, another opportunity enabled by our partners Fanatics.
“Every donation from their fans will support the fantastic work of the Foundation – supporting local people in the club’s own community. I am certain that fans' engagement will be amazing and together their small Pennies donation will add up to making a tremendous impact.”
