The best examples I've seen are Tom's Shoes and Better World Books where the 'do good' element is part of their business. Tom's Shoes gives a free pair of shoe

The best examples I've seen are Tom's Shoes and Better World Books where the 'do good' element is part of their business. Tom's Shoes gives a free pair of shoes and Better World Books does similar things with books. In these cases, their charitable work fits with their business and so it's additive - not an add on. IMO, adding on a "% of revenues goes to X charity" has become so commonly used that I think many are skeptical. I know I am.