Blogs > Corporates and Environment > WWF and Corporates

Posted by Susan Sharma on December 18, 2007

"Increasingly, nonprofit experts are beginning to question one of the fastest-growing sectors of giving, the practice of building a donation into the purchase of items as varied as fine jewelry and Always feminine products.

What’s interesting is that some charities don’t even know that their brand is being used to entice shoppers to buy the primary product:

The WorldWildlife Fund, a major charity that works to preserve and protect animals and the environment, was among them. John Donoghue, its senior vice president, was disconcerted to learn that his organization was among a number of charities named as beneficiaries of items bought from Barneys’ “Have a Green Holiday” catalog.

“Unfortunately, just like Barneys shoppers, we’re in the dark as to how or if Barneys and the manufacturers will fulfill their commitment to donate a portion of the proceeds from these products to W.W.F.,” Mr. Donoghue said.

Read the full article at nytimes.com

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