Mini-donation at the supermarket checkout for maximum success

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Auchan, Monoprix, Franprix, Cora, Naturalia, Sephora, Cultura, Printemps… In more than 40 stores, customers are offered, when paying by bank card, the option to top up their account for -the next euro, to pay a few pennies to a good cause. Simple, instantaneous, painless, the rounding of money collects small sums, but several thousand times a day, like the famous operation Yellow Pieces, which collected more than 96 million euros in thirty years for the Hospitals Foundation.

And it works: the company MicroDON, in the nations of La Banque Postale, which imported the concept from the United States ten years ago, thus collected almost 15 million euros in 2021, collection tripled in three years, donated in full to more than 400 associations. On average, 15% of supermarket tickets and 15 to 30% of non-food store tickets carry a donation. “The more we expand, the more we are known, it’s a virtuous circle”, says Mathieu Jubré, development director of MicroDON.

“The solidarity district is an effective lever of commitment”

Shops must pay a subscription to have the device installed on their payment terminals, but, argues Mathieu Jubré, “rounding solidarity is an effective lever of commitment that allows member companies to demonstrate the policy their corporate social responsibility (CSR)”, and to gild their brand image. And brands are getting involved. They must choose the association with which they collaborate.

Nature et Découvertes, for example, finances 90, pushing its stores in each city to join small local associations to increase the impact and better promote themselves in its catchment areas. They can also train their staff. In Orleans, the cashiers of the clothing store Jules explain to customers, at the time of payment, the interest of the mini-donation. Result, 70% of them accept.

Covid-19, Notre-Dame de Paris and the war in Ukraine

Participation rates rise during the launch of emergency aid campaigns, such as the reconstruction of Notre-Dame de Paris, Covid-19, or the war in Ukraine. More rarely, some customers show signs of sadness in front of this solicitation during the checkout, especially in food, where they make purchases on a daily basis. “We do not process more than ten complaints a year”, assures Jubré however.

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In fact, an OpinionWay study showed in 2019 that almost 10 million French had already accepted rounding and that 97% of them would be ready to start again. And this system makes it possible to widen the circle of donors: a third of the customers who agreed to turn up donate for the first time. Due to the success, MicroDON also developed salary rounding, where more than 500,000 employees of 700 member companies donate a few euros every month from their payslip: 11 million were collected in this way in 2021.

Source: Challenges in real times : accueil from

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