What checkout donation requests can teach nonprofits about asking

By Diana Coyle, CICF Director of Nonprofit Services and Sustainability 

A cashier finishes scanning your groceries, gives you the total, and asks whether you’d like to round up your payment for a donation to a worthy nonprofit. What do you say? And what thoughts shape your decision to give or not?  

Adelaide University researchers presented that scenario to 329 U.S. consumers in a study published in the Journal of Retailing and Consumer Services. Feeling rushed or worried about being judged was linked to feeling anxious or imposed upon. Those feelings were linked to less willingness to donate, less satisfaction with checkout, a more negative view of the store, and lower intentions to shop there again. 

Whether or not your organization does checkout fundraising, the university’s summary of the research is a quick and worthy read. The lesson extends beyond the checkout counter: even when the cause is worthy and intentions are good, the way we ask others to give is critical. Fundraising is fundamentally about relationships, and every interaction with a donor can strengthen or weaken that connection. 

Here are suggestions for putting relationships first in your fundraising and stewardship. 

Giving is a choice, not an obligation 

Donors should feel inspired to support your mission, not pressured. Before you send a request, consider your message and the delivery system. Does it give donors enough information to decide thoughtfully, respect their timing and circumstances, and focus on the opportunity to make a difference rather than guilt about what might happen if they don’t give? A donor who declines one request may still become one of your most loyal supporters. Protecting that relationship matters more than securing any single gift. 

Remember that stewardship is more than another ask 

Year-end communications can become a steady stream of requests. Many donors want to hear from you when you aren’t asking for money. Share stories and updates on the people and communities your mission serves. A personal note, a conversation, or an invitation to learn more about your work shows donors you value them for more than their gifts. 

Pay attention to the donor’s experience 

Consider how your own requests make donors feel. Are donors receiving too many emails? Do your follow-ups feel helpful or persistent? Are you recognizing their interests, or treating everyone the same? Reviewing your practices through a donor’s eyes may reveal ways to simplify giving, personalize communications, offer more choices, or engage donors in ways that avoid another ask. 

Of course, nonprofits must ask. Thoughtful, consistent fundraising sustains programs, and there’s nothing inherently wrong with checkout campaigns, year-end appeals, or other ways of encouraging giving. The key distinction is between inviting someone into a relationship with your organization versus making them feel obligated to complete a transaction. 

The most valuable outcome may not be the gift you receive today. The trust you build and the relationship that keeps someone involved for years often matter more. Put the relationship first. If you’d like to talk through your year-end approach, use the form below to get in touch. 

About the author

Diana Coyle, director of nonprofit services and sustainability, is dedicated to helping Central Indiana nonprofits access the tools, knowledge, and relationships they need to thrive. In collaboration with her CICF colleagues, she supports CICF’s nonprofit partners by offering professional development, resources, and technical assistance that strengthen organizations and their leaders. With more than 15 years of experience in leadership and community engagement, she is committed to fostering connections that amplify the missions of nonprofits and create lasting impact across the region.