Checkout Charity: How Small Change Drives Big Community Impact

PHILADELPHIA, PA – July 01, 2026 – A hot dog, a soda, a team cap—and a small donation. At Cincinnati's Great American Ball Park, these routine purchases are adding up to a major win for the community. Thanks to a partnership between the Cincinnati Reds, their hospitality partner Delaware North, and commerce technology leader FreedomPay, fans have donated over $75,000 to the Reds Community Fund in just the first half of the baseball season. This impressive figure wasn't raised through a gala or a telethon, but through small, optional contributions made one transaction at a time at ballpark concession stands and retail shops.

The initiative is powered by FreedomPay’s Gateway to Giving™, a program that seamlessly integrates charitable giving into the checkout process. It stands as a powerful testament to a burgeoning trend in philanthropy: checkout charity. This model, which leverages technology to turn everyday commerce into a force for good, is proving that aggregating pennies and dollars can create a funding stream potent enough to rival traditional fundraising methods. By transforming the point of sale into a point of purpose, companies are discovering a new, low-friction way to engage customers in their social responsibility efforts, demonstrating how the future of business is increasingly intertwined with community impact.

The Power of Micro-Philanthropy

The concept of asking for donations at the register is not new, but its digital evolution is creating an unprecedented scale. The success of the Cincinnati Reds’ program is a microcosm of a much larger movement. In 2022 alone, point-of-sale fundraising campaigns in the United States raised approximately $750 million for various causes, a figure that represents a staggering 24% increase over just two years. This surge highlights a fundamental shift in consumer behavior and fundraising strategy, moving toward a model of high-volume, low-value contributions.

FreedomPay’s platform allows fans to add a small donation—either by rounding up their purchase to the nearest dollar or choosing a preset amount—with a single tap on the payment terminal. This frictionless experience is key to its success. Research indicates that a vast majority of consumers, around 78%, prefer being prompted for a donation electronically at the register rather than being asked by a cashier, as it removes social pressure and offers a private, convenient way to contribute.

The Reds have seen this preference translate directly into support for their community initiatives. “FreedomPay’s Gateway to Giving program highlights the generosity of Reds fans by making it simple and accessible to give,” said Karen Forgus Bowman, the Reds' Chief Communications and Community Officer. “We’re incredibly grateful to Reds fans for embracing this easy way to support the impactful work of the Reds Community Fund across neighborhoods throughout Reds Country.” This sentiment underscores the core appeal of micro-philanthropy: it democratizes giving, allowing everyone to participate and feel connected to a cause, proving that collective small actions can lead to substantial, measurable change.

The Technology Behind Seamless Giving

At the heart of this fundraising revolution is sophisticated payment technology designed to be invisible. For merchants, the fear of slowing down checkout lines or complicating operations can be a major barrier to adopting new programs. FreedomPay’s Gateway to Giving™ was engineered to overcome this hurdle by integrating directly into a merchant’s existing payment infrastructure. The company emphasizes that activating the program requires no additional systems or operational complexity, ensuring that the speed of service—a critical metric in high-volume environments like sports stadiums—is maintained.

“Gateway to Giving reflects our commitment to helping partners connect commerce with purpose in a seamless and scalable way,” said Cedric Lourie, VP of Strategic Sales at FreedomPay. “The Cincinnati Reds’ results demonstrate how quickly this model can turn everyday transactions into meaningful funding for local communities.” He noted that the success in Cincinnati can serve as a "blueprint for organizations across industries.”

The platform's flexibility allows businesses to tailor the donation request to their specific environment, offering options for rounding up, flat-rate donations, or preset amounts. This is managed through FreedomPay’s secure global commerce platform, a system that already processes millions of transactions daily for leading brands in hospitality, retail, and entertainment. As one of the first solutions in North America to be validated by the PCI Security Standards Council for Point-to-Point Encryption (P2PE), the underlying technology provides the security and reliability necessary to earn both merchant and consumer trust, ensuring that the act of giving is as secure as the purchase itself.

A Home Run for Community and Corporate Synergy

The collaboration in Cincinnati is a masterclass in modern corporate social responsibility (CSR), showcasing a powerful synergy between a sports franchise, its venue partners, and a technology provider. The introduction of the Gateway to Giving™ program came via Delaware North, the Reds’ long-standing hospitality and retail partner, illustrating how a strong supply chain relationship can extend beyond commercial operations into community-building.

The impact of the funds raised is tangible and deeply rooted in the local area. The Reds Community Fund, established in 2001, uses the money to support a wide range of youth-focused initiatives. Donations help operate the P&G MLB Cincinnati Reds Youth Academy, which offers free, year-round baseball, softball, and educational programs to thousands of children. The funds also support over 300 local youth teams with uniforms and equipment and contribute to major field renovation projects. Every fan who chooses to round up their purchase is directly helping to build a ballfield or put a glove on a child's hand.

This model is becoming a new playbook for CSR in the sports world and beyond. By aligning the brand with a cause that resonates with its customer base—in this case, local youth and community development—organizations can foster deeper loyalty and create what experts call a "halo effect." When customers feel good about where their money is going, they feel better about the brand they are supporting. This initiative demonstrates that purpose and profit are not mutually exclusive; rather, they can be powerful allies in building a sustainable and socially conscious business model.

The Future of Fundraising at the Point of Sale

While the Cincinnati Reds’ program offers a compelling case study, it’s part of a much broader landscape. The scalability of solutions like Gateway to Giving™ means that any high-volume business—from national coffee chains and retailers to restaurants and entertainment venues—can implement a similar program. The technology is enterprise-grade but designed for effortless implementation, opening the door for businesses of all sizes to participate in this growing philanthropic movement.

As checkout charity becomes more ubiquitous, businesses must remain mindful of consumer sentiment. While convenience is a major driver of adoption, there is a fine line between a welcome opportunity and an intrusive ask. However, the data suggests the current approach is working. With nearly nine out of ten consumers reporting they have donated at checkout, and the market itself growing by double digits, it's clear that the appetite for integrated giving remains strong.

The fusion of commerce and cause-driven initiatives represents a significant evolution in how society funds its non-profits and how businesses define their role in the community. By embedding philanthropy into the very fabric of daily economic activity, technology is unlocking millions in new funding and transforming every transaction into an opportunity for impact.