Survey: Checkout Charity

PUBLIC INC
Charitable Donations at Cash Register
January 2014
2014 Ipsos. All rights reserved. Contains Ipsos' Confidential and

Proprietary information and
Methodology
These are the findings of an Ipsos Reid poll conducted in
partnership with PUBLIC Inc.
The survey was in field from December 20 to 23, 2013.
For the survey a sample of 1,082 Canadians was interviewed via
Ipsos proprietary I-Say online panel.
Quota sampling was used to ensure that the sample reflects that
of the overall Canadian population. Weighting according to
census data was also employed.
The credibility of online polls is measured using a credibility
interval. In this case, the results are accurate to within +/- 3.5
percentage points, 19 times out of 20, of what the results would
be had all adults in Canada been polled.
Key Findings
More Canadians have refused a request (64%) for donation at a cash register than
have accepted the request and donated (50%). Women (54%) are more likely than
men (46%) to have been asked and donated. Men (65%) are slightly more likely
than women (63%) to have been asked and refused. Refusal rates are also higher
among older (66%) and middle aged (65%) people than younger (59%). Refusal
rates are highest in Alberta (72%) and the Prairies (71%) and lowest in Quebec
(49%).
Just four in ten (38%) support the idea of retailers asking customers to donate to
charity while at a cash register, while 62% oppose. Support is highest among
women (43%) compared to men (32%), and also among younger adults (55%) than
middle-aged (33%) and older (29%) adults. There also appears to be generally more
acceptance in eastern Canada than western Canada.
The most often-felt feeling when asked to donate at a cash register is pressured
(44%), far outweighing those who say they are happy to help (28%). Two in ten
(22%) feel inconvenienced, while others feel embarrassed (10%), angry (8%),
or pleased (8%). Two in ten (16%) dont feel any of these things. Women (31%)
are more likely than men (25%) to feel happy to help, while men are more likely to
feel inconvenienced (26% vs. 18%), embarrassed (12% vs. 8%) and angry (11% vs.
6%).
Most disagree that they are more likely to shop at retailers who participate in
these types of programs. Few (27%) agree that they are, although younger adults
(34%) lead the way. On the flip side, roughly the same proportion (29%) agrees that
theyre less likely to shop at stores that participate in these programs making it
about a wash. It doesnt really gain customers, but it could tick them off.
Two thirds (67%) say it is not clear to them what contribution the retailer is making
Detailed
Findings
In the last six months, I've been asked to donate

money to a charity while at the cash register at a
retailer (i.e. grocery store, etc) - and I did
No
61%
Gende
r
Age
52%
47%
48%
53%
49%
49%
51%
48%
52%
46%
48%
54%
52%
48%
54%
46%
46%
50%
Q1. Which of the following apply to you:
Base: All Respondents (n=1082)
39%
51%
52%
Region
Yes
54%
50%
5
In the last six months, I've been asked to donate

money to a charity while at the cash register at a But I
Refused
No
Yes
67%
Gende
r
Age
Region

49%
33%
51%
68%
32%
71%
29%
72%
28%
67%
33%
66%
34%
65%
35%
59%
41%
63%
37%
65%
35%
64%
36%
6
I support the idea of retailers asking their customers

to donate to charitable causes while at the cash
register
No
Yes
49%
Gende
r
37%
63%
38%
62%
41%
Age
29%
59%
71%
35%
65%
29%
71%
33%
67%
55%
Region
43%
32%
38%
51%
45%
57%
68%
62%
7
Feelings When Asked to Donate - Total
16%
8%
8%
10%
22%
28%
44%
Q2. Which of the following describes how you felt when asked to donate.
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
Feelings When Asked to Donate - Gender
Male
Female
16%
16%
10%
6%
6%
11%
8%
12%
18%
26%
31%
25%
44%
45%
Feelings When Asked to Donate - Age
18-34 35-54 55+
18%
17%
13%
4%
7%
14%
8%
10%
6%
7%
10%
15%
20%
23%
23%
23%
28%
35%
44%
43%
47%
10
Feelings When Asked to Donate - Age

BC
AB
SK/MB
Ontario
14%
11%
15%
16%
26%
21%
8%
9%
7%
5%
7%
2%
5%
14%
12%
5%
8%
7%
9%
8%
14%
2%
8%
9%
21%
25%
22%
18%
20%
18%
34%
33%
27%
28%
22%
24%
32%
45%
50%
47%
43%
50%
11
I am more likely to shop at retailers that participate in

these types of programs
Strongly disagree
5%
Gende
r
Age
32%
6% 15%
9%
4%
22%
7%
Region
9%
6%
6%
6%
33%
21%
18%
44%
45%
41%
39%
18%
21%
42%
40%
44%
42%
Q3. To what extent do you agree or disagree with the following statements:
%Agr
ee
27%
24%
26%
29%
29%
34%
27%
24%
32%
38%
46%
25%
23%
18%
45%
55%
27%
Somewhat agree
45%
21%
3% 15%
3%
Somewhat disagree
30%
24%
24%
27%
18%
26%
31%
30%
31%
22%
31%
37%
12
I am less likely to shop at retailers that participate in

these types of programs
Strongly disagree
7%
Gende
r
7%
Age
9%
7%
Region
25%
16%
13%
8%
Somewhat disagree
38%
30%
43%
49%
22%
18%
31%
50%
45%
%Agr
ee
29%
35%
48%
21%
17%
Somewhat agree
23%
26%
19%
23%
25%
30%
30%
31%
9%
22%
38%
31%
25%
10%
20%
41%
29%
31%
31%
24%
9%
7%
12%
9%
16%
16%
45%
42%
23%
20%
35%
40%
41%
25%
30%
34%
23%
32%
13
It is not clear to me what contribution the retailer is

making when they ask me to donate to a charitable
cause
Strongly disagree
Somewhat disagree
38%
Gende
r
20%
Age
33%
29%
26%
18%
42%
27%
38%
36%
22%
29%
38%
33%
Region
35%
31%
22%
Somewhat agree
34%
33%
39%
36%
37%
23%
25%
18%
25%
31%
9%
%Agr
ee
67%
11%
68%
9%
66%
13%
63%
4%
65%
9%
72%
10%
67%
11%
73%
6%
58%
30%
36%
25%
9%
69%
29%
39%
23%
9%
62%
30%
37%
24%
9%
73%
14
If I was given an incentive to participate, such as

discount, coupon or other financial reward, I'd be more
likely to donate at a cashier when asked
Strongly disagree
Somewhat disagree
19%
Gende
r
Age
17%
30%
18%
39%
12%
18%
35%
25%
24%
35%
30%
29%
28%
37%
26%
22%
%Agr
ee
52%
53%
20%
52%
19%
65%
21%
55%
21%
41%
49%
31%
43%
34%
13%
29%
36%
23%
18%
18%
24%
37%
14%
Region
50%
19%
8%
Somewhat agree
19%
13%
43%
57%
25%
22%
55%
15%
38%
27%
21%
47%
17%
36%
26%
22%
69%
15
If I was made more aware of the cause that was being

supported, its relevance to me and why it is an
important cause, I'd be more likely to donate at a
cashier when asked
Strongly disagree
14%
Gende
r
18%
13%
14%
Age
Region
Somewhat disagree
43%
34%
14%
31%
12%
36%
12%
35%
20%
13%
14%
40%
37%
38%
18%
36%
36%
36%
28%
31%
29%
55%
15%
48%
17%
21%
50%
67%
24%
35%
%Agr
ee
53%
14%
19%
29%
47%
13%
23%
27%
36%
37%
30%
25%
43%
11%
15%
Somewhat agree
12%
47%
45%
49%
50%
18%
56%
19%
53%
18%
57%
16
If I knew how the retailer was also contributing to the

cause I was being asked to donate to, I'd be more likely
to donate at a cashier when asked
Strongly disagree
Somewhat disagree
22%
Gende
r
23%
18%
20%
Age
12%
18%
Region
54%
35%
42%
40%
24%
29%
17%
21%
19%
19%
45%
41%
18%
27%
43%
15%
12%
23%
%Agr
ee
62%
58%
66%
69%
15%
58%
17%
60%
21%
29%
45%
7%
20%
26%
45%
18%
19%
21%
57%
44%
17%
17%
39%
16%
20%
Somewhat agree
62%
13%
68%
12%
59%
16%
59%
15%
59%
16%
75%
17
If I had the ability to direct the donation to the charity

of my choice, I'd be more likely to donate at a cashier
when asked.
Strongly disagree
14%
Gende
r
Age
14%
18%
Somewhat agree
46%
33%
27%
13%
33%
37%
20%
27%
18%
16%
%Agr
ee
53%
51%
54%
69%
14%
38%
32%
11%
42%
28%
19%
46%
36%
30%
19%
49%
15%
Region
Somewhat disagree
12%
36%
14%
31%
21%
18%
13%
15%
26%
37%
48%
36%
39%
37%
18%
23%
29%
51%
25%
8%
17%
53%
52%
55%
29%
19%
47%
29%
18%
60%
18
Demographics
Income (Household/adults)
Gender
Male
Female
48%
52%
Age
18-24
25-34
35-44
45-54
55-64
65+
10%
18%
14%
23%
19%
16%
Education (adults)
<HS
HS
Post Sec
Univ Grad
9%
37%
39%
15%
Region
BC
AB
SK/MB
Ontario
Quebec
Atlantic
13%
11%
7%
38%
24%
7%
<40K
40K - <60K
60K - <100K
100K+
32%
16%
24%
14%
Children in Household
Kids
No Kids
25%
75%
Number of People
1
2
3
4
5
6
22%
42%
17%
13%
5%
1%
Contacts
Sean Simpson
Vice President
Ipsos Reid Public Affairs
416-572-4474
Sean.Simpson@ipsos.com
2013 Ipsos. All rights reserved. Contains Ipsos' Confidential and

Proprietary information
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PUBLIC INC

Charitable Donations at Cash Register

2014 Ipsos. All rights reserved. Contains Ipsos' Confidential and

In the last six months, I've been asked to donate

In the last six months, I've been asked to donate

Q1. Which of the following apply to you:

I support the idea of retailers asking their customers

Feelings When Asked to Donate - Total

Feelings When Asked to Donate - Gender

Feelings When Asked to Donate - Age

18-34 35-54 55+

Feelings When Asked to Donate - Age

I am more likely to shop at retailers that participate in

I am less likely to shop at retailers that participate in

It is not clear to me what contribution the retailer is

If I was given an incentive to participate, such as

If I was made more aware of the cause that was being

If I knew how the retailer was also contributing to the

If I had the ability to direct the donation to the charity

2013 Ipsos. All rights reserved. Contains Ipsos' Confidential and

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