Domino's Pizza outlets throughout Northern Ireland have been collecting spare change through rounded up orders to donate to the Northern Ireland Children's Hospice (NICH). The effort is facilitated through the Pennies Charity, headquartered in the United Kingdom.
Since October 2011, Domino's customers who have rounded up their online orders have raised £5000 (more than $8,000 U.S.) for the program.
The NICH cares for children and young people with life-limiting and life-threatening conditions. Care is provided across Northern Ireland.
In addition to the monetary donation, Danny Domino, the brand's mascot in the market, visited children at NICH and provided pizza for its staff.
"We are very grateful to our customers for donating their loose change. It is fantastic that in just over a year we have raised £5,000 for the NICH. I hope our customers will continue to be as generous over the coming year as their pennies really do make a difference to these children," said Amit Abhol, deputy operations manager for Domino's Northern Ireland.
Read more about cause marketing.