Checkout charity has become an increasingly easy way to accept additional donations. It’s the extra, “Would you like to donate $2 to ABC charity to help students in need?” at the end of the checkout process. Their wallet is already open and their card is out, now it’s your turn to compel consumers to follow through with a donation.
Checkout charity can encourage impulse donations from supporters or customers who wouldn’t otherwise interact with your nonprofit. Because of this incredible opportunity to engage with old and new donors alike, nonprofits have taken to developing their checkout charity techniques beyond a traditional ask from a cashier.
With the advent of donation kiosks, nonprofits can create a distinct donation experience for customers without the immense pressure (and discomfort) that comes with traditional checkout charity.
And think about it. If you have 50 transactions, and your checkout charity tactic is successful at receiving 2 dollar donations with every transaction, you’ve already raised $100. With checkout charity and a giving kiosk, it’s easy to rack up donations.
But how does all this in-person fundraising correlate to your online fundraising? We’re glad you asked. Here are some ways checkout charity can boost your online fundraising:
- Create brand awareness with checkout charity
- Give donors a call to action to follow up
- Engage checkout charity donors through other means
- Take a cause marketing approach
- Build trust with new donors
- Feature your donation kiosk on your website
Read on to learn how to use your giving kiosk to skyrocket your online fundraising.
If you place your kiosk, branded with your logo and name, next to the cash register at a store, every customer who makes a purchase at that store will see it. You’ll be sparking interest and gaining exposure, ultimately expanding your potential donor base.
Your brand is vital for connecting with old and new donors. Your brand isn’t just how your organization presents itself to the public, but how your organization is perceived.
The more awareness you can generate through your in-person fundraising efforts, the more likely your organization is to be recognized — and subsequently, trusted — by those who’ve encountered your brand in their day-to-day lives.
Think of it this way: customers tend to frequent their favorite grocery stores or retail locations. If they get into the habit of seeing your branded donation kiosk at the end of every purchase they make, they’re more likely to recognize your organization when they see it through other channels.
Here’s where your online fundraising comes into play.
With the help of checkout charity, donors are more likely to:
- Recognize your nonprofit when they see it on online channels. As such, they’re more likely to follow through with making an online donation than someone who’s unfamiliar with your nonprofit.
- Seek out your online donation page themselves. Many customers will see your nonprofit’s name and turn to the internet to find out what your organization supports. Because what do we do when we want to learn more about something? We Google it.
To capitalize on the brand awareness that checkout charity generates, ensure your website is up-to-date with information on your cause and projects. Make sure your donation form is easily accessible from your homepage as well.
Most importantly, your brand should be consistent between your website and your donation kiosk.
Give your new donors something else to do, another way to get involved besides sliding their cards through your perfectly positioned donation kiosk.
After all, checkout charity donations tend to be small. It’s important that donors know exactly where to go if they want to find out more information or make a larger donation.
Giving begets giving; donors who are willing to make smaller checkout charity donations are the very same demographic who is likely to fill out donation forms online. That’s why clear call-to-actions are so important for maximizing your checkout charity’s potential.
At the very least, give donors something else to read. Above your kiosk, consider placing a small sign that advertises your website, so your potential donors don’t have to do as much work to follow up with and learn more about your organization.
Specifically, your call to action should include:
- Your website’s URL or a QR code that donors can easily scan on their phones.
- Clear, direct language that invites donors to “learn more” or “see your impact.”
- Information on your most relevant social media pages, so that donors can choose how to engage with your organization online.
The goal is to compel them to visit your website by making it as easy as possible.
As you plan your call to action, be conscious of where exactly you direct your donors. Is the homepage your best option? Or are they better served on a success stories page (remember, these visitors have already donated!)? Sending these donors immediately to another donation form can actually decrease your online fundraising. Give them time to breathe before the next ask.
This step is simple. You won’t want to leave your potential new donors with only the image of your giving kiosk and your website URL. You’ll really want to engage them with your organization so they feel included and interested!
You can place a sign-up sheet for your email newsletter next to your kiosk for interested individuals. This way, you’ll be able to engage them with your weekly, biweekly, or monthly letter that will provide updates on your nonprofit’s progress and any upcoming events.
Though it’s true that most donors won’t opt to sign up (it is, after all an extra step!), those who do will likely be valuable leads for your organization. And since emails are an effective way to keep donors engaged in your nonprofit, these interested parties can be converted into true supporters as long as they’re targeted with the right messages.
First, don’t just add your checkout charity donors to your existing email campaign! Make sure that your first email thanks them for their donation at your retail location and introduces them more intentionally to your nonprofit.
Showing your donors that you’re aware of their unique giving experience can make them feel like they’re part of your organization, even if they’ve only given $1.
Plus, from your emails, you can invite your new supporters to share your updates and projects on social media so your work will reach an even broader audience. In other words, you can use online advocacy to your advantage with the help of your new donors.
One of the benefits of checkout charity is the relationship you establish between your nonprofit and your retail partner. Taking a cause marketing approach will service both the store you’re partnering with and your nonprofit.
As you’re probably aware, checkout charity benefits your retail partner because it boosts corporate social responsibility. Customers may be more inclined to support a business that operates charitable programs. Thus, nonprofits should develop a cause marketing strategy with their retail partners — one that promotes both the retail partner’s efforts to raise funds and your nonprofit’s mission.
A cause marketing approach will allow you to advertise your giving kiosk across multiple channels and to different audiences; as a result, you can reach and direct more potential donors to your online fundraising efforts.
Promote the donation kiosk on the store’s social media as well as your organization’s social media to double your exposure. The giving kiosk will intrigue both your supporters and the store’s customers. With proper advertising, you can encourage regular customers to donate and encourage your supporters to shop at the retail location.
But your cause marketing strategy shouldn’t only focus on your in-person fundraising efforts. Boost online fundraising by working with your retail partner to direct social media posts and advertising to your website as well.
Cause marketing can increase online fundraising when donors understand the relationship between the retail partner and the nonprofit. In other words, make the connection clear on your website and show how the partnership furthers your mission.
Your giving kiosk is a good point-of-entry for donors of various giving levels.
Unless you have a dedicated online marketing strategy, relying solely on your online giving platform means you’ll be recycling through the same donors you’ve had for years. This also means you’ll have to be careful about not repeatedly asking the same supporters for donations, which can make them feel unappreciated and discourage them from future involvement.
There are many reasons that it’s difficult to reach new donors online. Primarily, new donors may be worried when it comes to typing their credit card information into a nonprofit's website if they've never encountered the organization in person.
But luckily, they’ll have seen your giving kiosks in their favorite local stores, so they’ll know all about you! Your donation kiosk will supply your supporters with the in-person interaction they need to give online.
Checkout charity introduces the donor to the nonprofit and invites them to make a low stakes donation of a few dollars. This can help nonprofits reach many new donors and build familiarity at the same time.
Therefore, it’s important to be conscious of your pricing points! Build trust by starting out small with your donation kiosks. Then, consider providing entry-level donation amounts on your online donation forms as well. Someone who gave $3 at a checkout charity may be shocked if your minimum suggested donation amount is $100 online.
Aside from promoting your giving kiosk on social media, feature the device on your website as well! Your supporters will be visiting your site for updates and news concerning your projects and cause, so this is the perfect place to inform them about a new way of accepting donations.
When your donors see that they can give at their favorite local store, they’ll be thrilled that you’ve made contributing to your organization even easier for them.
But even more so, showing pictures of your checkout charity in action can encourage donors to give immediately online.
Seeing people donating can encourage others to donate as well. If donors are already on your website, they probably care about your cause. When website visitors see everyday people contributing to a cause that matters, these visitors will be more inclined to do the same.
Often, nonprofits rely on footage from fundraising events to create this same effect. But most nonprofits don’t hold events very often, so footage can quickly become outdated. Checkout charity can be a year ‘round affair (or at least, it provides a unique motivator without the to-do of planning an event).
Seeing good often gives people an impulse to do good — immediately. You can capitalize on this feeling with clear calls to action on your checkout charity page that direct site visitors to your online donation form.
Now that you know that charity checkout can boost your online fundraising in 6 huge ways, partner with a local store to set up your giving kiosk and get started!