How Consumers Feel About Giving to Charity at Checkout During a Global Pandemic and Recession
Companies and nonprofits came into 2020 expecting to build on the success of previous years’ campaigns and benefit. The 2020 global pandemic’s impact on shopping behavior, especially brick-and-mortar retail, consumer purchasing power, and the entire economy has many stakeholders wondering what POS fundraising looks like now and in the coming months.
In our annual POS survey, Accelerist examines the consistent and disruptive consumer trends on traditional in-store, online and mobile POS giving. What has changed and what has stayed the same?
In short, point-of-sale (POS) fundraising continues to be an effective and accessible method to engage consumers in direct fundraising. Consumers like donating to charity at checkout – even during hardship.
But adaptation is necessary to maximize your campaign and reach fundraising goals. With specific preferences around how consumers want to give at the register (both on- and offline), nonprofits and retailers alike will need to evolve and adjust their strategies to meet the demands of their specific and discerning customer base.
- 76% have donated to charity at point-of-sale in the past 12 months
- 84% don’t mind or like being asked to donate at the register
- #1 reason consumers donate at the register is because they feel passionate about the cause or charity
Impact on Partnerships
The current economic, political and social circumstances bring with them opportunities to revise the way you approach POS campaigns with corporate partners. Even aside from the recession and other macro-changes, consumers are more discerning than ever and are consistently refining their preferences for POS giving. Tune in to our webinar to make sure that you’re ready to charge into end-of-year campaigns with your best, most informed foot forward!