“Checkout Charity: How Domino’s and Other Retailers are Harnessing the Generosity of Customers”
Domino’s Pizza Chain Raises $174 Million for St. Jude Children’s Research Hospital Through Checkout Charity Campaign
In a heartwarming display of generosity, Domino’s Pizza has pledged a whopping $174 million over the next ten years to benefit St. Jude Children’s Research Hospital. This incredible feat is made possible through the pizza chain’s longstanding roundup campaign, which invites customers to donate the difference between their purchase total and the next-highest dollar amount.
Domino’s has already raised over $126 million for ALSAC, the fundraising organization for St. Jude, over the past two decades. This latest commitment solidifies the pizza chain as a leader in the world of “checkout charity,” a fundraising tool that has seen a 24% increase in donations in 2022 compared to 2020, totaling $749 million among the highest making programs.
The success of checkout charity campaigns like Domino’s can be attributed to the psychological factors at play. Studies show that asking customers to round up their purchase total is more effective than requesting a fixed amount, as it lessens the perceived sting of parting with money. Additionally, the timing of the appeal and the quick decision-making process at the checkout line contribute to the success of these campaigns.
Other retailers, such as PetSmart and REI Co-op, have also seen success with their checkout charity programs. PetSmart Charities, which receives over 80% of its cash donations through the PIN pad at checkout, is considered the largest grantmaker for animal welfare causes. REI Co-op engages its nature enthusiast clientele in conversations about outdoor activities, leading to donations for inclusive outdoor spaces in surrounding communities.
While some worry about “checkout charity fatigue” as more programs pop up in stores across the country, Domino’s remains confident in their strategy. With the iconic St. Jude child printed on pizza boxes and a well-established partnership with the hospital, Domino’s is poised to continue raising funds through their roundup campaign.
CEO Russell Weiner describes their commitment to St. Jude as “an audacious goal” that will help triple the survival rate for children with the most common forms of childhood cancer. With a new five-year strategy in place to grow their customer base, Domino’s is optimistic about increasing their charitable contributions in the years to come.
Overall, the success of checkout charity campaigns like Domino’s demonstrates the power of collective giving and the impact that small donations can have on important causes.