Binghamton University research reveals who really gives at checkout, and they're not who you'd expect

BINGHAMTON, N.Y. -- You're at the checkout, and that familiar prompt appears: "Would you like to round up to the nearest dollar for charity?" Most of us have faced this moment, but what actually drives that split-second decision? In this episode of The Aha! Moment, host David Hermanovitch sits down with Lauren Dula, Associate Professor at Binghamton University's College of Community and Public Affairs, to explore the surprising world of impulse charitable giving.

Dula's research reveals that checkout donors aren't just smaller versions of traditional philanthropists... they're completely different. While traditional donors tend to be older, wealthier, and more highly educated, Dula's research found that checkout donors are primarily middle-income individuals with moderate education levels, and also predominantly people of color. The difference may come down in part to trust and skepticism, Dula suggests. Wealthier, more educated donors "feel better going directly to the organization and they trust that more," she explains, while there appears to be "a lot less cynicism" among those who readily give at checkout. She also explains that there is a pressure component as well, as most people at checkout have on average only around 30 seconds.

Discover what sparks these micro-donations, more on who's most likely to give, and what this means for the future of charitable fundraising. Whether you're a shopper, a nonprofit professional, or simply curious about human behavior, this conversation will change how you think about that next checkout prompt.

You can listen to the episdode on Apple Podcasts, Spotify, YouTube, or wherever you listen to podcasts.