I am not an organized grocery shopper…which is kind of odd because I am uber-organized in every other aspect of my life. Mostly, I hate menu-planning, which means I’m at the grocery store at least four times a week to pick up “just a few things.”
On my last trip to the neighborhood Harris Teeter, I was pleasantly surprised by a promotion at the check-out counter: an “add-on” donation to support our troops. Now, I have been encountering these cash-register donation requests for YEARS and I never bite. (And I’m a bleeding heart!) But this message is timely and pertinent, and it was a no-brainer, so I gave the max of $5 without hesitating.
Point-of-purchase donations have been around forever (think penny cans at the Five-and-Dime store, and the Children’s Miracle Network balloon stickers at various fast food joints), and for the most part they are quite effective. It’s a simple, feel-good, impulse “purchase.”
According to the 2011 CECP Giving In Numbers report, corporate partners have the power to generate significant funds through development campaigns “at the register.” The median cost to run a “register” campaign is $80,000, and the average campaign haul is about $3M.
With many local and national consumer-facing businesses making this kind of commitment every year, that adds up to some serious annual investments in the non-profit sector.