Canada’s Top Retailers Raising Funds and Consumer Engagement at the Till

Costco, Walmart, Loblaws and Shoppers Drug Mart Raise Millions for Good Causes at Point of Sale
Oct 15, 2015 12:35 PM ET

October 15, 2015 /3BL Media/ - Sixty percent (60%) of Canadians report having made a donation to a charity at the checkout counter, the most frequently cited way Canadian brands are helping consumers make a social impact, according to a new study by Ipsos Marketing and Companies & Causes Canada. Thirty percent (30%) report making a point of sale donation within the past 30 days.

Only 7% of the 1000 Canadians surveyed cited peer pressure as the reason they donate at checkout. Almost half of Canadians (47%) reported “my budget at the time” as the reason they give while 30% say, “the cause is personal to me”.

“Checkout charity” is one of the key topics Jessica Avery, Vice President of Ipsos Marketing, will cover when premiering the ‘How-To Guide for Marketing Causes to Canadians’ study at the Companies & Causes Canada conference on October 22nd in Toronto. Avery will also share insights on preferred causes, communication strategy and consumer attitudes.

Giving at checkout typically takes one of four formats:

  • Icons/Pinups: At checkout, consumers are asked if they’d like to “purchase” what is typically a paper icon (e.g. a sneaker or pink ribbon) for a set dollar amount (usually $1, $3 or $5) to benefit a designated charity. The icon is then displayed in the store.
  • Donation Request: Similar to the ‘pinup’ program above, consumers are asked to make a donation upon checkout either by a sales associate or an automated pin pad ask.
  • Coin Collection: A canister and signage at point of purchase encourages consumers to donate spare change to a designated charity.
  • Round-up: Consumers are asked upon checkout if they’d like to round up their purchase to the nearest dollar increment with the overage going to a designated charity.

Canadian Brands Raising Millions for Good Causes
Examples of top Canadian retailers raising millions for good causes are shown below. Figures represent 2014 totals. See infographic for more.

Amount Raised Campaign Name Company Nonprofit
$5,700,000.00 Miracle Month of May Campaign Costco Canada Children’s Miracle Network
$5,500,000.00 May is For Miracles Campaign Walmart Canada Children’s Miracle Network
$4,700,000.00 Annual Fundraising Campaign Loblaw President’s Choice Children’s Charity
$3,284,311.00 Growing Women’s Health Shoppers Drug Mart 500+ women’s health charities
$2,486,000.00 Help Them Shine Walmart Canada Breakfast Club of Canada
$2,378,000.00 Loblaw Food Drive Loblaw Food Banks Canada
$2,334,202.62 Giving Back in Our Community LCBO MADD Canada
$1,700,000.00 Walmart Red Cross Campaign Walmart Canada Canadian Red Cross
$1,450,000.00 A&W Cruisin’ to End MS A&W MS Society
$946,938.00 Orange Door Project Home Depot Canada 120 organizations

Find Infographic here:

“As these point of sale campaigns grow increasingly common in the Canadian marketplace, it’s critical that retailers and charities alike understand how consumer sentiment and best practices impact the effectiveness of the campaign for company, cause and consumer,” said Companies & Causes Canada Communications Director Megan Strand.

About Companies & Causes Canada
The second annual Companies & Causes Canada conference brings together Canadian companies and nonprofit organizations in a unique and interactive gathering to discuss corporate citizenship best practices. Featuring speakers from Unilever Canada, Canadian Breast Cancer Foundation, Starbucks Canada, Autism Speaks Canada, Samsung Canada and many, many more, this is the one event each year that focuses exclusively on what’s working in the world of corporate/nonprofit partnerships. The conference will be held October 22 at the Toronto Board of Trade. See the full program here.