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The Ethicality Of Point-Of-Sale Marketing Campaigns: Normative Ethics Applied To Cause-Related Checkout Charities, Jay L. Caulfield, Catharyn Baird, Felissa K. Lee

Management Faculty Research and Publications

“Would you like to contribute to XYZ charity by adding a dollar to your bill today?” Point-of-sale campaigns for fundraising are common to grocery stores, pharmacies, restaurants and warehouse clubs. Commonly referred to as ‘checkout charity,’ these fundraisers have generated over $4.1 billion in contributions for nonprofits over the past three decades. Yet little research has focused on the ethicality of this type of campaign. To address this need, we analyze the issue using behavioral ethics (moral identity and emotional triggers of behavior) and normative theory (consequentialism, deontology, and virtue ethics). We consider three stakeholder perspectives, including the nonprofit initiating …