Lidl is to let loyalty scheme members choose where its next £500,000 of charity funding goes, by voting in its app.
From 24 September, Lidl Plus users will be able to vote for one of five causes in their local area.
It is the first time Lidl has given customer a direct say over its charity funding, of which it has invested £2.8m in communities since 2020.
The charity options have been selected using local deprivation data provided by Neighbourly, the distribution partner that helps direct surplus food from stores to local causes across the country daily.
Lidl is adding a dedicated banner to the top of the homepage in the app, where users can select their region and cast their vote for one of the five causes in their area. All five will receive a donation based on the final customer vote rankings.
The first-placed cause will receive £10,000, followed by £5,000 for second, £3,000 for third, and £1,000 each for fourth and fifth place.
After a two-week voting period, the Lidl Plus app will showcase the final donation results.
“For the first time, Lidl is putting the power of giving directly into the hands of our customers, offering a simple way to support the local causes that matter most to them,” said Lidl GB chief customer officer Louise Weise.
“By working closely with Neighbourly to identify local needs, we are ensuring this £500,000 fund makes a targeted, meaningful difference to communities across the country, building on the £2.8m in community investment Lidl has donated since 2020.”
Neighbourly CEO Steve Butterworth said: “We are thrilled to partner with Lidl GB on this innovative customer voting campaign. Local charities are facing unprecedented demand, and Lidl’s regional approach ensures that funding is directed precisely where it is needed most, based on localised insights and deprivation data.
“By vetting and supporting these incredible local causes, we are proud to help Lidl customers make an immediate, positive impact right on their doorsteps.”
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