Asking customers to round the change in their purchase to the next dollar has become a popular way to raise funds for a cause. Many profits as well as not for profits have adopted this idea.
Not-for-profit thrift retail has a special opportunity to help their cause with this seemingly simple ask. It isn’t as easy as just telling cashiers to do it. It seems pretty basic, just ask people if they want to round up to the next dollar for this worthy cause.
For cashiers it can be a big shift, they are mostly used to being pleasant, recording items the person is buying, and collecting money. Going beyond that by expecting cashiers to ask for something can be challenging to some. It might feel uncomfortably “salsie”. As small as it might seem to some, it changes the dynamic.
In a nonprofit, where that extra change in one way or another goes to support the main cause it can be a bit easier. As long as employees understand and believe in the cause, whatever it is. Just as importantly they have to be able to explain the cause.
This is something that a lot of not-for-profits take for granted, that staff is connected to the cause.
Side note, Not for Profit doesn’t mean unprofitable. It just means profits go to support a cause.
For-profit, thrift has an extra hurdle. Assuring those possible donors that 100% of round-up donations go directly to the promoted cause.
Whatever the flavor, training, signing, social media posts, and dedicated web pages, all have to explain what is going where. These can double as training tools. Cashiers and staff must understand the why, what, and how. They have to understand so well they are comfortable answering random customer questions.
Cashiers and retail staff should be over-armed not only with information but actively support the why behind the ask. They should be so comfortable that when that “grumpy Gus” that has to be contrary to everything walks up to the register they even ask him.
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It starts with the ask. It should be short, to the point, and accurate. When cashiers are provided with an elevator speech starting point they are halfway there.
Some possible examples:
“Would you like to round up your purchase to help us buy a new van?”
Make sure cashiers know the sorry state of the current one. Let them see the brochures of the shiny new one and how it will help us serve our mission better. Connect the dots.
“Would you like to round up your purchase to help support our veterans' home build?”
Cashiers should know exactly where it is or will be built and if practical who for with a little back story.
“Would you like to round up to support our GED programs?”
A little info knowledge on how the process works get the conversation started. They should know how many graduated in the last year so they can demonstrate success.
“Would you like to round up your purchase to support our mission to….”
More high level goes to the general mission of the organization. This is pretty generic, it makes it easy to use the funds in whatever way needed. Staff should understand what that means.
“Would you like to round up to support our local Big Brothers and Sisters group?”
This might be in the case of a for-profit. If it’s the main cause that is regularly supported, connecting staff to the cause and the reason it is supported helps a lot.
Doing the work up front makes a huge difference.
Checklist for success:
Define why you are asking.
Make sure leadership, especially store management is on board and supportive.
Teach cashiers and staff where the money is going. How it will help someone or something? As much as possible personalize it. Tie the ask into your cause or mission.
Turn it into an elevator speech. Provide scripts and talking points.
Create visuals for cashiers and customer-facing, signs, and brochures.
Talk this through with cashiers, individually and as a group.
If leadership also runs a cash register they have to be the example.
Make sure 100% of the change goes where you said it would.
Make sure it’s easy for the cashier to record the sale. Some POS systems have this baked in. Many don’t. If it’s a manual key it should be quick and easy with an open amount key that says round up or donation.
A basic chart at the register can make things even easier. I have created some, which can be accessed here.
The receipt should say that it is a donation.
Have a slip that goes into the customer’s bag or is given to them. a little thank you note, and comfort to cashiers.
Give cashiers time to adapt to the new expectation. Eventually, it should be an expectation.
Customers that shop all the time that cashiers know, maybe they don’t have to ask every time.
Whether it’s a long-term program or a specific one-time ask. Success starts and ends with the buy-in and engagement of the cashiers.
A few other references:
Better Business Bureau Standards (engageforgood.com)
The Better Business Bureau outlines voluntary standards to promote ethical practices.
The BBB Wise Giving Alliance Standards for Charity Accountability were developed to assist donors in making sound giving decisions and to foster public confidence in charitable organizations. The standards seek to encourage fair and honest solicitation practices, promote ethical conduct by charitable organizations, and advance support of philanthropy.
Standard #19 instructs cause marketers to:
Clearly disclose how the charity benefits from the sale of products or services (i.e., cause-related marketing) that state or imply that a charity will benefit from a consumer sale or transaction. Such promotions should disclose, at the point of solicitation:
the actual or anticipated portion of the purchase price that will benefit the charity (e.g., 5 cents will be contributed to ABC charity for every XYZ company product sold),
the duration of the campaign (e.g., the month of October),
c) any maximum or guaranteed minimum contribution amount (e.g., up to a maximum of $200,000).
Today’s Quote:
One will win who knows when to fight and not to fight.
Sun Tzu
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Tim Gebauer - Thrift Retailer
Other Resources:
Rounding Up at the Register - Kimberton Whole Foods
Rounding Up at the Register is a program that gives you the opportunity to give back to your local community every time…www.kimbertonwholefoods.c
How “Round-Up At The Register” Works
“Yes, I’d like to help lower your corporate taxes using my own money.”medium.com
Round Up at the Register - Goodwill Industries of the Greater Chattanooga Area
The 17 stores in the Chattanooga Goodwill service area not only offer great savings and a second chance for gently-used…goodwillchatt.org
Round Up at the Register - The Arc of Howard County
Through the month of September 2022, Clarks ACE Hardware is sponsoring The Arc of Howard County with their Round Up at…www.archoward.org