Checkout Giving: The New Face of Everyday Philanthropy

In this practical and timely episode of The First Day from The Fund Raising School, host Bill Stanczykiewicz, Ed.D., welcomes Ruth Hansen, Ph.D., Associate Professor at the University of Wisconsin–Whitewater, for a smart conversation about checkout charity and what it reveals about contemporary donor behavior. With her characteristic blend of research rigor and practitioner awareness, Ruth explores a form of giving that many people recognize instantly but few have studied closely: the small, spontaneous donation made at the register or during an online purchase. What emerges is a compelling portrait of “impulse giving” as a meaningful and often overlooked part of the philanthropic landscape. For fundraisers, the episode offers both data and perspective, showing that seemingly modest asks at the point of purchase can unlock real generosity when the conditions are right. One of the episode’s greatest strengths is the way it moves beyond anecdote and into useful insight. Ruth explains that more than half of Americans in her study reported giving through checkout charity in the past year, with rounding up as the most common method by far. But the more interesting takeaway is not simply that people give this way, it is that this type of giving may engage donors who do not always fit the patterns associated with more formal charitable support. While some demographic trends align with broader giving research, others differ in revealing ways, particularly around age, education, and income. Bill does an especially effective job drawing out what this could mean for nonprofit strategy, especially for organizations that may be overlooking everyday donors while focusing heavily on mid-level and major gifts. The conversation becomes a useful reminder that generosity is often situational, and that the right ask, at the right moment, still matters enormously. As the discussion continues, Ruth adds an important layer of nuance by emphasizing the role of familiarity and trust. Most people who gave through checkout charity reported at least some prior awareness of the organization receiving the donation, suggesting that these gifts may be impulsive, but they are not entirely disconnected from relationship-building and visibility. That insight gives the episode much of its practical value. Checkout charity is not presented as a shortcut or substitute for sound fundraising, but as one more channel through which public awareness can translate into action. Bill closes by reinforcing the broader lesson with clarity: people give when they are asked, and nonprofits ignore broad-base donors at their own risk. The episode’s final message is both encouraging and strategic. Small gifts at the register may look incidental, but together they point to a larger truth about philanthropy: when organizations make their work visible and make giving easy, people often respond.