According to the Harris Interactive 2010 EquiTrend annual brand equity poll, Komen was one of the most trusted non-profit organizations in America. As of March 2013, Komen dropped from Charity Navigator's highest rating of four stars down to three stars due to a financial rating of two stars. The organization has been criticized for its use of donor funds, its choice of sponsor affiliations, its role in commercialcause marketing and its use of misleading statistics in advertising. In 2012, a Komen attempt to withdraw funding toPlanned Parenthood for mammograms drew controversy, some believing that this led to a significant decline in donations and event participation. Controversy and criticismEdit Pinkwashing in cause marketingEdit Komen is a key entity in the controversy overpinkwashing. The term "pinkwashing" has been used to describe two different situations; 1) organizations getting disproportionately large amounts of publicity for donating very little, and 2) organizations that use the pink ribbon to promote products that may be carcinogenic. Ribbon Branded Stadium Donation criticismsEdit Komen benefits from corporate partnerships, receiving over $55 million a year from 216 corporate sponsors. However, critics say many of these promotions are deceptive to consumers and benefit the companies more than the charity. Some campaigns require that consumers mailproof of purchase for a promoted item before the manufacturer donates a few cents per purchase to charity; some have a cap on the maximum amount donated, with all sales beyond this fixed limit benefiting only the company, not the promoted cause. Since their Save Lids to Save Lives campaign began in 1998, Yoplait has donated more than $25 million to Komen. In 2010 their annual maximum commitment was raised to $1.6 million. In return, a major sponsor such as Yoplait obtains an exclusive contract; no other yogurt manufacturer (such as Dreyer's, who inquired in 2000) has the opportunity to use the branding. In 2002, credit card operatorAmerican Express launched a "Charge for a Cure" campaign which claimed that "in the search for a cure, every dollar counts." The amount donated per qualifying transaction, regardless of purchase amount, was one penny.