When Asking for a Donation at Checkout Can Backfire

By the Editorial Team · Monday, October 19, 2026

A study by University of Adelaide researchers found that asking customers for charitable donations at checkout can create feelings of pressure, leading to lower store satisfaction and reduced likelihood of return visits. To avoid damaging customer loyalty and fundraising outcomes, retailers are advised to provide donation information earlier in the shopping experience to reduce perceived urgency and skepticism.

Retailers that request charitable donations at checkout may risk alienating customers if the approach causes discomfort or pressure, according to recent research. The study suggests that while checkout donation appeals can generate funds for causes, they may also lead to negative perceptions of the store and reduce the likelihood of repeat business.

Researchers led by Ying Zou, a doctoral candidate at the University of Adelaide Business School in Australia, conducted an experiment involving 329 participants. The subjects were asked to imagine themselves in a grocery store checkout line where the cashier inquired whether they wanted to donate to Unicef. Participants then rated their experience, including feelings of time pressure to make a donation decision.

On a scale from one to seven, with seven representing high pressure, participants’ average score for perceived time pressure was 3.35. Although moderate, this level was notable given that routine shopping is generally expected to involve minimal or no pressure regarding charitable donations. The authors highlighted this increase as an indication that such prompts can create an uncomfortable sense of urgency.

The study divided participants into two groups based on their reported time pressure: those above the average (167 individuals) and those below (162). Those who felt greater time pressure rated their impression of the retailer lower—4.78 versus 5.83 on a seven-point scale where higher scores indicate a more positive perception. Similarly, the more pressured group expressed less likelihood of returning to the store, scoring 5.55 compared with 6.14 among the less pressured participants.

The group experiencing higher pressure also demonstrated increased skepticism toward the retailer’s motives, questioning whether the money would genuinely reach the charity. Their skepticism rating averaged 3.52, compared to 2.6 among the less pressured group. Parallel findings emerged when the sample was segmented by levels of social pressure, with those feeling more socially coerced echoing similar negative attitudes.

To mitigate these effects, the researchers suggest that retailers improve communication about the charitable cause before customers reach checkout. Providing informational materials—such as posters or brochures—during shopping can help customers feel better informed and less pressured when asked to donate. Zou emphasized that failure to address these concerns may undermine fundraising efforts and customer loyalty.

The findings indicate a need for retailers to carefully balance fundraising initiatives with customer experience, ensuring that requests for donations do not come across as intrusive or coercive.

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