NEW YORK – More than $358 million was raised in 2012 by an
elite group of 63, million-dollar-plus charity checkout campaigns identified by
Cause
Marketing Forum. In aggregate, these large point-of-sale donation programs
have raised more than $2.3 billion over three decades.
The largest POS campaign of 2012 — nearly $42 million
— was a 6-week Miracle Balloon Campaign by Walmart and Sam’s Club to
benefit the Children’s Miracle Network Hospitals.
Convenience stores ranked among the top retailers that
support POS charity campaigns, according to the report: Speedway has donated $50
million since 1991; Corner Stores has donated nearly $17 million to Children’s
Miracle Network Hospitals since 1997; Circle K has donated $3 million to the
American Red Cross since 2010; and Love’s Travel Stops Country Stores donated
$1.4 million to the Children’s Miracle Network Hospitals in 2012.
“American companies are bonding with consumers, turning on
employees and raising big bucks for worthy groups by requesting donations at
the point of sale,” stated David Hessekiel, president of Cause Marketing Forum.
“This study is the first to recognize the leading programs, to measure how much
they raise and to share best practices that will help companies and causes
produce even more successful point of sale fundraising campaigns in the
future.”
The report indicates that the top beneficiaries of
charitable donations in 2012 were children’s health charities.