Nonprofits and businesses that run charity checkout programs are always asking me how they can run a more successful program and raise more money. Are there proven strategies that work? You bet there are.
Here are three strategies that are guaranteed to raise you more money.
1. Ask the Customer to Make a Donation
If we know anything about raising money at checkout it's this: If you ask the customer to donate you have a good chance of getting one. If you don't ask, it's almost certain you won't. It's that simple.
However, there are effective ways to raise money at checkout without asking consumers to donate. I explain the pros and cons of each approach in this post: Active vs. Passive Cause Marketing.
2. Include An Ask on the Credit Card Terminal
After a direct ask from the cashier, an electronic ask after customers swipe their credit cards is a great way to either reinforce a verbal ask or to ensure there is an ask if the cashier forgets.
The pet store chain Petco is a great example of a brand that uses credit card terminals effectively. Read this post for more details: A Better Way to Raise Money at the Register.
3. Offer the Consumer Incentives
Whether it's a discount, coupons or a giveaway, there is a lot of powerful evidence that incentivizing consumers works. One of my favorite examples is Shake Shack's fundraisers for No Kid Hungry. For every $2 donation, Shake Shack gives you a coupon for a free $5 shake. The quick serve chain has raised millions for hungry kids and given away hundreds of thousands of shakes!
But should you offer incentives all the time? I shared my best practices on incentives in this post: Better Business Fundraisers with Incentives.