Canadians say yes to checkout charity (Survey)

60% have donated to a charity at POS

Most Canadians have opened their wallets for charity when they’re at the checkout, according to a new survey.

The survey by Ipsos Reid in collaboration with Companies & Causes Canada found 60% of Canadians have donated to a charity at the checkout, with 30% having done so in the past month.

While most contributions are small, checkout programs can raise big bucks for charitable organizations. Last year, Costco’s “Miracle Month of May” campaign for Children’s Miracle Network raised $5.7 million, while Walmart’s effort for the same cause raised $5.5 million.

“I think [checkout charity] works well because it’s easy…. and consumers have access to it,” said Jessica Avery, vice-president of Ipsos Marketing. From the consumer’s perspective, “it’s there, I’m already in line and it’s relatively easy for me to do. It also gives me a chance to support the causes that I have a personal relationship with.”

While there are media reports consumers are feeling pressured into giving, the Ipsos survey found otherwise.

Nearly half of respondents (47%) cited “my budget at the time” as the reason they give and 30% said because “the cause is personal to me.” Only 7% gave because they felt peer pressured and 7% gave because “the cashier asked me to.”

“We actually found that most people are generally indifferent to it. Even those who didn’t like being asked, still many of them donated and it didn’t have a negative impact on perceptions of the retailer or the charity,” said Avery.

“So when thinking about all the benefits monetarily that it brings in, combined with the fact that it remains the preferred means for donating for about one in three Canadians, [checkout charity] ended up having a lot of positives.”

The survey also looked at cause-embedded purchases (for example, buy a product and $1 will be donated to charity) and “buy one, give one” models such as Toms, which donates a pair of shoes to a child in need for every purchase.

Forty-three percent of Canadians have made cause-embedded purchases and 24% have made “buy one, give one” purchases. However, when they were asked what means of support do they most prefer, cause-embedded was actually number one (33%), followed by donating at the cash (24%) and buy one, give one (22%).

The study also showed how important it is to consumers that companies are affiliated with a cause. Eighty-four percent of Canadians reported they would switch brands assuming price and quality were the same if that brand supported a cause.



Add a comment

You must be to comment.

Consumer Articles

Consumer shifts put retail hiring at record low

Online shopping and automation means fewer positions to be filled on the floor

A CEO’s tips for using DIY video in consumer marketing (Column)

Vidyard's Michael Litt argues against outdated 'text tunnel vision'

What ‘customer centricity’ means to me

The season of giving is a good reminder to keep giving back

More Canadians to cross the border for Black Friday

UPS study shows many more Canadians shopping online or in store in the U.S.

Natrel whips up lactose-free butter option

Agropur Dairy to promote product with digital and in-store campaigns

Cold-FX class action lawsuit over misleading ads thrown out

Judge says Vancouver man couldn't effectively prove his claim

‘Suck it up,’ says Fisherman’s Friend in flu campaign

The lozenge maker sticks to its tough roots in TV spots

Harry Rosen’s secret to winning customer loyalty

Menswear company's founder keeps his eyes on what's next in style and design

Which shoppers are affected most by high food prices?

New study reveals pre-shopping habits and food vulnerability in food retailing