Checkout Giving: The New Face of Everyday Philanthropy
·15 min·1 clip
Dr. Ruth Hansen reveals that over half of Americans regularly donate when asked at checkout.
The episode begins by describing the common experience of being asked to donate at checkout, both in stores and online. Host Bill Stankiewicz introduces Dr. Ruth Hansen, an associate professor at the University of Wisconsin-Whitewater, who studies checkout charity. Hansen explains that her research started because only retailers reported outcomes, despite $750 million raised in 2022. She surveyed 1,400 Americans, finding 53% engage in checkout giving, primarily through rounding up. The discussion connects this to impulse giving, similar to research by Dr. Patricia Snell Herzog. Hansen details demographic findings: women and married/divorced individuals are more likely to give, aligning with traditional giving patterns. However, checkout charity attracts middle-income households ($35,000-$99,000) and shows less correlation with higher education, unlike formal charity. The median annual checkout gift is $50, much lower than the $850 median for direct charity donations. Age differences show those aged 50-64 are less likely to give at checkout. Hansen notes that 57% of donors are somewhat familiar with the charity, highlighting the importance of awareness. Stankiewicz raises the issue of nonprofits overlooking lower-income donors, citing a survey where over half of households earning under $60,000 donate. Hansen adds that Black or African American donors give about $100 more annually at checkout than other groups. The episode concludes with practical advice for nonprofits to partner with retailers and build community connections, emphasizing inclusivity in donor outreach.
