Checking out a charity at the check-out

You've all seen them. Donation cans at the checkout counter. Or just as you're getting ready to pay, the cashier asks if you would like to donate $2 to a charity.

There has been some debate on how effective these strategies are to raising money. Some people argue that it's become all too common for stores to be supporting one cause or another and that shoppers are getting tired of always being asked.

So as a fundraising expert, I found it interesting to read about a recent study in New York conducted by Good Scout Group. They surveyed a little more than 3,000 Americans. The findings? Most people enjoy donating to a charitable cause at the cash register. The survey found that 71 percent of respondents have donated this way at least once. As important as donations are, there's another benefit to checkout donations. Awareness. Almost half of the people questioned said they remembered the last charity they supported at a checkout.

I still believe, though, that any person who wants to become a regular giver to charity is better off finding a charity they can invest in over the longterm. Take Shepherds of Good Hope, for example.

By becoming a monthly donor, you provide stability and predictability for us. Over time, you'll start to see the impact your donation has on Ottawa's homeless population. We're also big believers in showing people firsthand how their donations help others. It's why we always say yes when someone wants a tour of the soup kitchen, our food and grocery program, and the shelter. You also get a tax receipt.

There's nothing wrong with adding a couple of bucks to your bill at the checkout for a charity. Some of you have no doubt seen the Souper Jazz donation cans at different retail locations in the city. We appreciate all the fundraising Souper Jazz does for us with those donation cans.

But if you want to develop a relationship with the charity of your choice, then becoming a monthly donor is the better route. For example, let's say you donate $2 once a week at the checkout. That's $8 a month. Did you know that when you become a monthly donor you can donate that same $8 every month to Shepherds of Good Hope? Monthly donations are possible for everyone. We've built our donation page so that you can pick the amount you're comfortable with. Take a look.

If you have any questions about what we do at Shepherds of Good Hope or how you can help us on a regular basis, please don't hesitate to contact me at 613-789-8210, ext. 247 or by email at asilverman@shepherdsofgoodhope.com.