Charity now begins at the checkout

Have you noticed that you're being asked for an extra dollar when your transaction is tallied up while out shopping?

Well, you're right - more and more companies are supporting charities by asking customers to add a gold coin donation to the bill at the checkout.

The Fundraising Institute of New Zealand's chief executive, James Austin, said "add a dollar" campaigns were on the rise because they were an easy way for businesses to fundraise.

Mr Austin said he was not sure if people were more likely to donate when asked at the checkout as opposed to other, less direct, means.

"A lot of it depends on how the operator asks," he said.

"If they put pressure on customers, they'll lose customers, won't they? If there's a queue of people behind you and you say no, you could feel churlish ... [but] the key thing is that people don't feel intimidated or pressured into giving. It's obviously growing in acceptance. As far as we're concerned, it's to be encouraged because it's a really easy way to raise funds for worthy causes."

But, customers outside Pumpkin Patch, which supports Cure Kids with an "add a dollar" campaign, did not agree.

One woman, who asked not to be named, said: "I think it's quite a bit of pressure on you and it makes you feel intimidated if you don't donate. If someone asks you point blank to your face, it creates a totally different feeling. You feel obliged.

"A dollar is just a dollar but I think it's intimidating to put someone on the spot like that. It's better to put a tin at the counter and have the opportunity of choosing to put something in."

Another said: "You get sick of being asked all the time and I guess you get sick of having to then say no - there are so many charities these days."

However, the woman, who is pregnant, said she recently felt compelled to donate to a charity that helped families with pre-term babies.

WHO'S SUPPORTING WHAT?

* Farmers department store ended a one-week "add a dollar" campaign on August 23. The total will be matched by the company. Funds will go to a cause chosen by each store's staff. While this year's tally is being counted, a gold coin week last year netted $226,000 for the Leukaemia and Blood Foundation.

* Life Pharmacy and Care Chemist stores ran an "add a dollar" campaign between July 6 and 19, raising more than $24,000 for Cure Kids.

* Progressive Enterprises, which owns Countdown, Foodtown, Woolworths and supplies to Fresh Choice and SuperValue supermarkets, along with the electronics chain Dick Smith, are running an annual Fresh Future campaign. Over the past two years, the campaign, which also includes raffles, balls, and head-shave events, has raised $2 million for 10 children's hospitals and dedicated paediatric wards. Customers can donate a dollar at the till, or when online shopping.

* Pumpkin Patch runs an "add a dollar" campaign in support of Cure Kids.

WHAT DO YOU THINK?
Email your view on "add a dollar" campaigns to newsdesk@nzherald.co.nz