Register programs are similar to pinups in one important way and different in two distinctive ways.

First, they are similar in that they fall under the umbrella of point-of-sale (POS). For me, POS cause marketing is anything that happens at a business’ register that raises money for a nonprofit. In addition to register and pinup programs, I would put round-up programs and donations boxes under the point-of-sale umbrella.

Register programs differ from pinups in that they are generally passive cause marketing – which means there is no ask from the cashier (e.g. “Would you like to donate a dollar to the One Fund Boston?”). Beyond seeing the signage at the register – or on the credit card terminal when they swipe their card – the customer acts on their without any prompt from the cashier. Pinups also involve some type of paper icon that shoppers sign and is then displayed in the store.… Keep reading

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