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International Review on Public and Nonprofit Marketing

27-01-2024 | Original Article

Is roundup donation request always preferred: a case for checkout charity

Authors: Neel Das, Lubna Nafees, Unal O. Boya, Anindita Das

Published in: International Review on Public and Nonprofit Marketing

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Abstract

This research attempts to build a basic framework for understanding a fast-growing but little-investigated prosocial solicitation, checkout charity, by looking at round-up or a flat amount donate request, a priori liking of the charity, checkout mode (self-service or cashier), and presence of others (friends or strangers). Three scenario-based lab experiments were conducted. A clear preference for roundup donation request exists only when the scenario in the experiment mentioned that the charity was not particularly liked and checkout was done by the cashier (versus a self-checkout machine). Investigating the cashier condition further, the preference for a roundup request is only exhibited when the scenario mentioned that the charity was not particularly liked and strangers (versus friends) were present during the solicitation.

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In this research, donation request for a flat amount is a couple of dollars and that for a roundup amount is rounding up to the next highest dollar and donating the difference.

We feel that individuals usually do not want to think that they dislike a charity. Instead, they may either have a particular liking or have no particular liking for the charity. We have used this conceptualization to depict the two levels of charity liking.

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Title: Is roundup donation request always preferred: a case for checkout charity
Authors: Neel Das
Lubna Nafees
Unal O. Boya
Anindita Das
Publication date: 27-01-2024
Publisher: Springer Berlin Heidelberg
Published in: International Review on Public and Nonprofit Marketing
Print ISSN: 1865-1984
Electronic ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-024-00397-7