The Rainforest Alliance Cause Marketing Relationship Guidelines
Thank you for your interest in collaborating with the Rainforest Alliance on a cause marketing relationship. Funds raised through cause marketing promotions provide critical support for our work to ensure millions of acres of working forests, farms, ranchlands and hotel properties are managed according to rigorous social and environmental standards. Below are guidelines for the Rainforest Alliance’s cause marketing relationships. Please take a moment to carefully review these guidelines before completing the online application expressing interest.
To collaborate with the Rainforest Alliance for Social Media Promotional Campaigns, please click here.
The Rainforest Alliance Family of Marks
The use of any of the Rainforest Alliance marks and all messaging related to a cause marketing promotion requires written approval from the Rainforest Alliance.
The Rainforest Alliance Logo
The Rainforest Alliance logo is a registered trademark of the organization. The logo cannot be used on product for the purpose of cause marketing promotions.
The Rainforest Alliance Certified™ Seal and the Rainforest Alliance Verified™ Mark
The Rainforest Alliance Certified™ seal and the Rainforest Alliance Verified™ mark may not be used in conjunction with any cause marketing promotion unless it has been earned.
If you are interested in earning Rainforest Alliance certification or verification or to learn how to use one of the following trademarks on products or promotions, please refer to the program area specific to your industry: sustainable agriculture, sustainable forestry or sustainable tourism.
Requirements for Businesses Interested in a Cause Marketing Collaboration
Businesses must be legally established for a minimum of one year prior to seeking a cause marketing collaboration with the Rainforest Alliance.
A minimum financial guarantee is required for all promotions. All funds generated through cause marketing campaigns will be restricted to education, training and outreach activities. This revenue will be allocated to the Catalyst Fund and dispersed annually at the close of the fiscal year to eligible program areas with the greatest needs.
Limitations and Restrictions
- Companies selected for a cause marketing collaboration with the Rainforest Alliance must demonstrate leadership in sustainable business practices. Businesses submitting proposals for cause marketing can expect a review, performed by the Rainforest Alliance, of their environmental and social records and current impacts, including, if relevant, the way their business extracts or purchases products or raw materials from high biodiversity ecosystems. The Rainforest Alliance will not consider proposals from companies working in sectors that are deemed to have negative impacts on biodiversity or livelihoods or that are seen as unsustainable.
- Although the Rainforest Alliance will be the beneficiary of proceeds from cause marketing campaigns it participates in, we are unable to sell or distribute products for companies with which we collaborate.
- The Rainforest Alliance cannot sell, loan or distribute information about its membership including mailing lists and email lists with any third parties.
- The Rainforest Alliance is not able to secure celebrity involvement in cause marketing campaigns.
Compliance with Cause Marketing Regulations and Applicable Laws
The Rainforest Alliance requires that all cause marketing relationships enter into a mutually agreed upon contract in advance of any promotion.
The Rainforest Alliance recognizes that all cause marketing relationships that benefit the organization are subject to regulations set forth by the Better Business Bureau as well as commercial co-venture (CCV) laws throughout the United States and abroad. It is the responsibility of the businesses with whom we engage in a cause marketing relationship to comply with all applicable state commercial co-venture laws or the equivalent of these laws outside the United States.
As set forth by commercial co-venture regulations, the Rainforest Alliance requires full disclosure to the consumer regarding the parameters of the cause marketing relationship and donation being made to the organization. The Rainforest Alliance will provide businesses with which we have a cause marketing relationship clear, unambiguous language describing the promotion and the donation.
Commercial Co-Venture Regulation
The United States and many countries beyond its borders regulate cause marketing relationships in an effort to protect against consumer fraud or deception and to ensure that funds raised are used for charitable purposes as advertised. These regulations are commonly called commercial co-venture laws, but other countries may have a different name for similar regulations. Within the United States, commercial co-venture laws may vary from state to state and are regulated by the Attorney General’s offices. The Rainforest Alliance cannot give legal advice to third parties, therefore we recommend that you seek legal counsel to ensure compliance with applicable regulations where the product involved in your cause marketing campaign will be for sale.
Once your proposal has been submitted, you can expect to hear from a Rainforest Alliance staff member within seven to ten business days regarding next steps.
A fully executed agreement must be in place and all applicable commercial co-venture requirements must be met before a campaign can launch publicly. The time it takes for a proposal to be reviewed, vetted, approved and executed is approximately nine months.
To apply, please fill out our online cause marketing inquiry form.