• by David Hessekiel  @DaveCause, September 9, 2013

Consumer Donation Campaigns raises millions of dollars each year for charities. A recent study by Blackbaud showed that half of all donors have given money at a retail store’s checkout counter, making it the most popular means of giving for all except those in the oldest generation. 

By harnessing the power of the consumer wallet, brands can extend their reach to benefit a charity, as well as their own bottom line. Curious about how much was raised by the largest of these campaigns in 2012? The America’s Charity Checkout Champions report shares statistics on the largest of these point-of-sale programs.

Children’s Miracle Network Hospitals (CMNH) is on track to raise about $190 million this year from corporate partnerships with the majority coming from the sale of paper balloons known to cause marketers as “pinups” or “icons.”.= CMNH chief corporate partnerships officer, Clark Sweat, and vice president of corporate partnerships, Sarah Waters, presented some of the magic behind their success during a Webinar, Supercharge Your Point of Sale Programs. Here are a few of their tips:

The Power of Local
Based on research CMNH conducted with Harris Interactive, 74% of respondents prefer to give to a local cause. As a result, although CMNH is a national organization, any paper balloon icons you see sold on their behalf in stores today will bear the name of a local hospital and donations are funneled accordingly. Remember to highlight local successes and local stories in your campaigns.

Be Creative and Use All Available Real Estate
A key to success in point-of-sale campaigns is having visual cues throughout the store so that when consumers are asked for a donation at the register, they’ve already been exposed to corresponding messaging. Before the campaign starts, visit the retail location to determine where you can place, hang or display materials. Be creative as Chico’s did with a mannequin (pictured at right). Remember to include the cashier as part of the in-store real estate. Are associates able to wear buttons? T-shirts? Co-branded lanyards with their nametags? Ribbons on nametags?

Reach All Levels of the Organization
Depending on the retail structure, there will likely be multiple levels of leadership, all of which are supremely important to the success of your campaign. Engage with the national office to secure ownership, buy-in and commitment for your campaign. Access regional and market level leaders to help motivate stores and be champions for your cause. Local stores are where the rubber meets the road for point of sale campaigns – be sure to pay proper attention to this fund-raising army. Approach these relationships with patience and persistence. Be too pushy and you risk alienating leadership.

Use Technology Where Possible
Many point-of-sale asks are now either supplemented or replaced with a digital ask via a register pinpad. CMNH saw their donations grow from $28 million in 6 weeks to $43 million (42%) in the same time period with WalMart when technology was implemented that prompted both the sales associate and the customer about the donation.

Point-of-sale campaigns may not be as “sexy” as pure social media initiatives, but the data shows that they can produce financial and social dividends.  Don’t forget to explore leveraging your points of contact with the public when designing your next effort to do well by doing good.