Children’s Miracle Network Hospitals 2024 Point-of-Sale Research Study: Key Findings on Customer Sentiment and Giving Behavior

In an era where consumers are increasingly aware of social issues and charitable giving, understanding how and why they choose to donate at the checkout counter is more important than ever. Children’s Miracle Network Hospitals® recently conducted its 2024 Point-of-Sale Research Study to delve into customer sentiment regarding giving at checkout. The study focuses on several critical areas, including how customers perceive the donation ask, their feelings about the donation process itself, their awareness of the charity and cause, and the overall effectiveness of campaign awareness and understanding.

Key Insights and Continuing Trends

The 2024 study revealed several trends that have continued from the 2022 research, including customer donation propensity and the amounts they are willing to give. The findings highlight that many customers still feel inclined to donate, but there are specific factors influencing their decisions—such as the type of ask and how much they feel comfortable donating. Sentiment around giving at checkout remains generally positive, with most customers expressing a willingness to contribute when the cause resonates with them personally.

Additionally, the study examined customers’ preferred causes, finding that healthcare-related charities like Children’s Miracle Network Hospitals continue to rank high in customer preferences. This trend aligns with an overall increase in empathy toward causes that directly impact children and families.

New Learnings from the 2024 Study

One of the most notable new insights from the 2024 research involves the likelihood of giving based on the type of checkout. With more retail transactions happening digitally or through self-checkout kiosks, the study explored how different checkout experiences influence donation behavior. Customers using self-checkout systems, for instance, may be less likely to donate compared to those interacting with a cashier, underscoring the importance of the human touch in charity asks.

Another key finding involves customer understanding of how their donations reach the charity. There appears to be a growing desire for transparency, with many participants expressing curiosity about how their contribution is used and how much of it goes directly to the cause. Educating customers about what happens to their donations could be an essential factor in boosting both trust and future giving.

Study Demographics and Methodology

The 2024 study was based on feedback from more than 1,800 participants, all of whom had been asked to donate at checkout within a 12-month timeframe. This broad sample allows for a comprehensive view of customer sentiment across a range of retail settings and donation requests.

• Anonymous, non-branded U.S. Market Survey through an online survey platform
• Conducted in April 2024
• 1,809 respondents
• 95% confidence level, 2.4% margin of error
• Age and gender are balanced to match census distribution

What This Means for Retailers and Charities

The results of this study offer significant insights for retailers and charitable organizations alike. For retailers, understanding how different checkout types and donation requests impact customer behavior can help tailor more effective campaigns. Charities, on the other hand, can use this data to better communicate how donations are used, fostering greater trust and a higher likelihood of recurring donations.

Ultimately, the 2024 Point-of-Sale Research Study highlights the evolving nature of consumer sentiment around charitable giving, offering actionable insights that can help both retailers and charities make their checkout donation campaigns more impactful.

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