Standard 19: Cause Related Marketing - Clearly disclose how the charity benefits from the sale of products or services (i.e., cause-related marketing) that state or imply that a charity will benefit from a consumer sale or transaction. Such promotions should disclose, at the point of solicitation: (a) the actual or anticipated portion of the purchase price that will benefit the charity (e.g., 5 cents will be contributed to abc charity for every xyz company product sold), (b) the duration of the campaign (e.g., the month of October), (c) any maximum or guaranteed minimum contribution amount (e.g., up to a maximum of $200,000).
- NTHP does not meet this Standard because furniture products and paint products are promoted through an arrangement with two companies. Promotional information for the furniture products states, in part, that “The sale of these branded products generates much needed revenue to support our efforts. . .” and promotional material for the paint products states, in part, that “The resulting palette. . . features over 250 historic colors which generate much needed revenue to support our efforts. . .“The specific amount benefiting NTHP from sales are not disclosed.
In response to the Alliance's finding, the charity stated that:
“The National Trust has a well developed product licensing program where products are designed, produced and sold through long-term relationships with manufacturing partners. The National Trust receives negotiated proceeds from these relationships but does not disclose them for market competition reasons. The National Trust distinguishes such products from its cause related marketing campaigns. For further information on our product licensing program, please contact the National Trust at 202-588-6000.”