NEW YORK – A new survey from social consultancy Good Scout reveals that consumers like to give at the register – and feel pretty good about it.
For its Change at the Checkout report, Good Scout surveyed 3,030 respondents online nationwide and found that most people are not “plagued by oversaturation and consumer fatigue on giving at register.” In fact, the results revealed the exact opposite: “They like to give at the register, feel good about the parties involved when they do, and want to be more personally engaged moving forward.”
Findings reveal that 71% of respondents say they have donated to a charity at the register, and that 66% of consumers donate less than $2 at one time. Although 55% say they like donating at the register, 35% of those who dislike being asked to give will still donate because they feel guilty if they don’t.
When asked the reasons that compel them to give, respondents cite brand recognition (28%), a personal connection to the cause (27%), the cashier asked (14%), the cause is emotional (12%) or pressure to donate (10%).
As a follow-up to brand recognition, almost half (47%) of the respondents also say they remember the name of the last charity they donated to at the register:
- Children’s Miracle Network Hospitals
- March of Dimes
- St. Jude Children’s Research Hospital
- American Red Cross
- The Humane Society
“With a strengthening economy, retailers are once again experiencing increased foot traffic. Consumers have more confidence to not only purchase, but also give at the register. Consumers are not only donating to charity at the register, but they actually like doing so and being asked to do so frequently,” notes the report. “Skeptics may claim this fundraising tactic is oversaturated, but we see it as an accepted and expected method of cause engagement by the average individual donor.”