Charity Checkouts: (Potential) Downsides for Customers, Nonprofits and Businesses Involved

Abstract

Nonprofits are constantly prompted to seek alternative income sources. Charity checkouts (CCs) are a recent fundraising technique blending corporate and individual donor support. They involve a unique triadic structure between businesses, customers and nonprofits. More specifically, CCs describe an online or offline shopping situation in which companies solicit customers to donate a small amount of money while checking out. Despite their success, CCs face critical voices and concerns. This study systematically reviews academic and grey literature, with the goal to delineate (potential) downsides comprehensively. This research aids nonprofits and businesses engaged in CC triads in making informed decisions for a sustainable growth of their fundraising and CSR strategy. Beyond its practical implications, this study contributes to the limited academic literature on CCs. The reflections in the discussion, along with the extensive agenda for future research, represent a significant step forward towards advancing the field.