The Rutgers Center for Nonprofit Leadership and Development (CNLD) was recently represented at the European Research Network on Philanthropy (ERNOP) Conference 2025, where affiliated faculty member Dr. Cleopatra Charles, associate professor at Rutgers SPAA, presented a pilot study exploring the role of place in everyday giving.
Dr. Charles’ research focused on supermarket round-up campaigns – initiatives that invite shoppers to “round up” their purchases to the nearest dollar, donating the difference to charitable causes. In her presentation, she explored how the check-out setting (cashier versus self-checkout) and the perceived proximity of a cause (local vs. national) influence customers’ willingness to donate.
“We know that that round-up donation campaigns are a low-friction, high-volume way to capture small-dollar donations that can reliably raise funds,” Dr. Charles explained. “But the real question is, does framing a checkout donation as locally relevant versus nationally relevant increase shoppers’ likelihood to opt in, and does the delivery method (cashier prompt vs. self-checkout screen) change the size or direction of that effect?”
The findings have important implications for both nonprofits and corporate partners designing point-of-sale campaigns. Retailers want effective, brand-safe partnerships; nonprofits want dependable revenue and alignment with mission. Our study gives both parties data on what works (and what doesn’t). By better understanding how location and context shape micro-donations, organizations can refine their strategies to improve fundraising returns, strengthen donor trust, design more effective and ethically resonant point-of-sale donation campaigns, and guide best practices for small dollar giving at scale.
Dr. Charles’ presentation reflects CNLD’s broader mission to advance research on nonprofit management, leadership, and philanthropy while amplifying Rutgers SPAA’s role in shaping the field globally.
The ERNOP Conference is one of the leading international gatherings of scholars focused on philanthropy and civil society. CNLD’s representation at this year’s event underscores the center’s growing contribution to cutting-edge research on fundraising, donor behavior, and nonprofit effectiveness.
About CNLD
The Rutgers Center for Nonprofit Leadership and Development (CNLD) is dedicated to strengthening New Jersey’s nonprofit sector and advancing scholarship on nonprofit management and philanthropy. Through research, education, and community partnerships, CNLD prepares students, practitioners, and organizations to lead with impact.