One particularly sad truth of the recession is a sharp decline in charitable giving. From 2007, voluntary income among the U.K.’s top 1,000 charities has fallen by more than a fifth, according to The Charities Foundation. One major reason is a decrease in regular giving by direct debit as people struggle to justify the monthly expenditure. In response to these changing habits, JWT London teamed up with supermarket chain Budgens to pilot a new fundraising mechanism that aims to make charitable giving habitual again, by turning it into an impulse purchase.
Engraved wooden blocks branded HOPE sit on store shelves and can be scanned at the checkout along with the rest of a consumer’s shopping. A £1 donation is then automatically sent to the Alzheimer’s Society, the first charity to sign up for the initiative. The block is subsequently returned to the shelf. The aim is to target consumers when they are spending money but at the same time make the process continuous, as much a part of their everyday lives as the weekly grocery shop. The initiative is being trialed in two London stores with a view to expand if it proves successful. Here’s hoping HOPE catches on.
Photo Credit: JWT