For decades, traditional and e-commerce retailers have raised billions of dollars for a variety of charities through a donation ask at point-of-sale. Clearly this fundraising tactic is a mainstream part of our shopping experience, but Good Scout Group wanted to understand specific consumer preferences, sentiment and motivations around donating at the register. Good Scout conducted an online survey of 3030 respondents across the United States in May and October of 2014.
The register has become such a lucrative fundraising tactic that industry speculation points to oversaturation and consumer fatigue on giving at register. Our findings show that in actuality, consumers say the exact opposite.
Key Findings:
71% of respondents have donated to charity at the register
66% donate less than $2.00 to charity at the register at one time
55% liked being asked to give at the register
55% prefer to be asked once per month or more
62% prefer to be asked to donate by the cashier at the register
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