Conscious Consumers embracing the holiday spirit are mindful that giving goes beyond our family and friends. Charities collect as much as 25 percent of their yearly donations between Thanksgiving and New Year’s, and corporations – through their cause-related marketing (CRM) – give consumers the opportunity to give while purchasing goods and services.

Consumers donate almost $2 billion per year to CRM (IEG Sponsorship Report), much of that via the “ask” at the checkout counter, especially during the holiday season.

On one hand, retailers are usually asking for only one dollar. On the other hand, the Conscious Consumer could feel guilted into handing over a dollar with little or no idea as to where and how his/her donation will be used.

We spoke this week to David Hessekiel, president of the Cause Marketing Forum, an organization tracking companies’ marketing engagements with non-profits. His group’s 2013 report, “America’s Charity Checkout Champions,” notes that more than $358 million was raised by 63 companies at the checkout counter (both virtual and brick-and-mortar) in 2012, probably only the tip of the industry’s iceberg. Foremost among this group was Walmart and Sam’s Club, which raised $41.6 million in a six-week campaign on behalf of Children’s Miracle Hospital Networks.

When done well, said Hessekiel, these programs have the added benefits of creating an esprit de corps amongst employees, as well as lifting the spirits of those consumers donating a nominal amount at checkout.

Not so fast, says Ken Berger, president and CEO of Charity Navigator, an online resource for evaluating 501(c)3 organizations. Berger was interviewed recently on Fox Business’ “The Willis Report” and said “guilt-based charity has been successful for many generations,” and consumers don’t necessarily know their donation will be used wisely.

Berger suggests consumers ask three questions before giving to charities:

• Is the charity well managed?
• Does the charity have strong governance measures in place?
• Are they able to measure their results against their stated mission?

The last word, for now, goes to Hessekiel. “Retailers are asking for $1. They’re saying ‘We’re supporting a good cause, would you like to add a dollar?’ You should feel no guilt about not buying it, but if it’s a retailer you trust, you shouldn’t have any qualms that they’re pocketing your dollar or doing something untoward.”