FIDF Bought Its ‘Top Charity’ Title
Paid content passed off as real endorsement from JPost
The Friends of the Israel Defense Forces (FIDF) finds itself embroiled in controversy for misleading donors about receiving an award from the Jerusalem Post regarding its charitable status. On its official website, FIDF proudly proclaims being named the "#2 charity" among the "21 Best Jewish Charities for 2023" by the Jerusalem Post. At first glance, this endorsement appears to be an impressive accolade from a respected news source. However, a closer examination reveals that this recognition was not the result of independent journalism but rather a paid "special content" or sponsored post.
According to the Jerusalem Post's content policies, "special content" is explicitly identified as commercial or advertorial material provided either by affiliates or third parties. Such sponsored content is marked accordingly and is distinctly different from independently produced editorial articles. In this instance, the distinction is crucial. FIDF, by promoting itself as a "top charity" according to JPost, implies independent verification of its credibility and effectiveness. The reality, however, is that the post was effectively an advertisement, purchased rather than earned.
Further complicating the situation, the original sponsored post on the Jerusalem Post's website has since been deleted, raising additional questions about transparency and ethics. Despite its removal, an archived version clearly reveals the disclaimer: "This article was written in cooperation with Adcore," confirming the promotional nature of the ranking.
Nonetheless, FIDF continues to prominently use the claim on its website to solicit donations.
Donors unaware of the nature of the original posting may mistakenly believe that the Jerusalem Post independently evaluated and endorsed FIDF’s practices and charitable work.
Adding to the concerns, an official FIDF promotional photo accompanying this claim features a soldier holding a box of basic supplies. Ironically, this soldier is missing a proper tactical helmet, is equipped with an outdated "Shachpatz" protective vest, and lacks an optical scope on his weapon. Although FIDF does not typically handle frontline urgent equipment, the choice of this image still presents an unfortunate irony regarding the allocation and effectiveness of resources highlighted in their promotional materials.
It is unclear whether controversial FIDF chairman Morey Levovitz or CEO Steve Weil were personally involved in this particular misleading promotion, but the issue itself remains deeply alarming. Misleading donors about receiving an award from a trusted news source undermines donor trust and raises serious ethical questions regarding the organization's promotional practices. At a time when transparency and trustworthiness are paramount in charitable giving, particularly for organizations supporting vital causes such as IDF soldiers, integrity in marketing and communication is nonnegotiable.
FIDF's decision to maintain the misleading claim despite the deletion from the JPost website suggests a calculated choice to prioritize fundraising over transparency. Donors, whose contributions directly impact soldiers and humanitarian initiatives, deserve clarity and honesty about how organizations present their credentials and achievements.
As scrutiny grows, FIDF owes its supporters and the broader community immediate transparency, a correction of its promotional material, and a candid acknowledgment of the original context of its so-called "ranking." Integrity in charitable work begins with honesty in communication, a standard to which FIDF must unequivocally adhere.
