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 staggering $174 million over the next ten years to benefit St. Jude Children’s Research Hospital. The funds are expected to come from the pizza chain’s longstanding roundup campaign, where customers are invited to donate the difference between their purchase total and the next-highest dollar amount.

This initiative has already proven to be a huge success, with Domino’s raising over $126 million for ALSAC, the fundraising arm of St. Jude, over the past two decades. The pizza chain’s commitment to giving back is just the latest example of the power of “checkout charity,” a fundraising tool that has seen a 24% increase in donations in 2022 compared to 2020.

Studies have shown that asking customers to round up their purchases is more effective than requesting a fixed amount, as it lessens the perceived financial burden. This approach, combined with the psychological factors of timing and convenience, has made checkout charity a popular and successful fundraising method for many organizations.

Other retailers, such as PetSmart and REI Co-op, have also seen great success with their checkout charity programs. PetSmart Charities, for example, has become the largest grantmaker for animal welfare causes, with over 80% of its cash donations coming from the PIN pad at checkout.

REI Co-op, on the other hand, has used its member-supported public charity to make outdoor spaces more inclusive and support surrounding communities. By engaging customers in personal conversations and leaving donation requests open-ended, the outdoor retailer has raised millions of dollars for various causes.

While some experts worry about “checkout charity fatigue” and the potential for over-saturation of donation requests, Domino’s remains confident in its strategy. With the iconic St. Jude child printed on pizza boxes and a well-established partnership with the hospital, the pizza chain believes it can continue to raise significant funds for a worthy cause.

CEO Russell Weiner described the commitment to St. Jude as “an audacious goal” that will motivate the company to grow its customer base and increase donations. With the additional funding, St. Jude aims to triple the survival rate for children with the most common forms of childhood cancer in 80 countries, providing free cancer medications to thousands of children in need.

Overall, Domino’s and other companies are proving that generosity and giving back can go hand in hand with business success, making a positive impact on communities and organizations in need.