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According to their Form 990, Everytown for Gun Safety spends 5.5 million a year on lobbying, legal, and accounting fees. Their advertising budget is another 7 million. They spend 2 million a year on travel. Their top executive earns $350,000. Honestly, they seem to be a pretty well funded charity. I don't think SNAP was in the wrong here.

https://projects.propublica.org/nonprofits/organizations/208...

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They are extremely well funded, it's the personal pet project of Michael Bloomberg.

2.1% of your budget for a single campaign of that size does seem like a reasonable tradeoff.

What if it wasn't about the money? I wouldn't buy an ad alongside editorial content about my brand. Savvy media consumers tend to see that and think that the editorial content is actually paid content.

It is telling that they declined both the free editorial and any advertising.

Telling of what??

An intelligent brand manager has to weigh the positives and negatives of paid and earned media. In this case, in light of Saliterman's email, a brand manager would weigh the (seemingly high) possibility that the NRA would advertise alongside fearful messages from grieving families. Since Everytown knew that this was a possibility, the advertising alongside the editorial had the capacity to damage the brand and (perhaps more importantly) cost jobs.

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