Point-of-Sale Program Success: Simple Messages - dummies

Point-of-Sale Program Success: Simple Messages

By Joe Waters, Joanna MacDonald

Cashiers asking customers to support your cause is critical to the success of your point-of-sale pinup program. If there is no ask, your chances of success drop sharply.

But even when cashiers are asking shoppers to support a cause, it’s important that the ask be simple, powerful, and actionable. For us, this means

  • Keeping your message to one compelling sentence: As generals of old used to advise, mass your forces. Defeat your shopper’s inclination to say no with a devastatingly disarming question. That doesn’t mean subsequent volleys can’t follow. But the first ask will do most of the work for you.

  • Leading with the emotional: People want to give from deep within themselves. Win their hearts first, and their heads will follow.

  • Focusing on your issue: This is especially true if consumers are not familiar with your nonprofit. To avoid giving shoppers an excuse not to give a gift (for example, “Huh? I’ve never heard of that charity”), instead focus on the issues they do know and care about (for example, sick kids, cancer, women’s issues, and so on).

Here are some of the good asks from cashiers soliciting support from shoppers.

“Would you like to donate a dollar to help a sick child?”

“We’re trying to raise enough money today to feed a family of four for a week. Can you help?”

“We’re raising money so that no child has to live without their mother because of cancer. Can you donate a dollar today?”