The Dove Foundation is a registered United States tax-deductible non-profit organization based in Grand Rapids, Michigan known among other programs for its activities of rating, reviewing and endorsing films and for campaigning against the portrayal of sexual activity and violence in Hollywood films.
It has also been identified for its partnership with a for-profit entity that engaged in telemarketing activities that were alleged to be in violation of the Missouri Do-Not-Call Implementation Act.
Despite their similar logos, The Dove Foundation has no relation to Unilever, manufacturer of Dove brand soap nor has it ever claimed such a relationship.
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The organization was founded in 1991 as a not-for-profit organization. According to the organization's website, its stated mission is "to encourage and promote the creation, production, distribution and consumption of wholesome family entertainment".[1] It screens movies for suitability for family viewing, and endorses acceptable ones with the Dove "Family-Approved" Seal. The organization has also commissioned independent studies completed by the Seidman College of Business at Grand Valley State University to analyze the comparative profitability and return on investment of MPAA-rated films in 1999 and 2005. Additionally, Dove has sponsored its Family Film Festival in partnership with local theaters featuring films with its Family-Approved Seal and pioneered a pilot project, "The Dove Movie Channel", to bring free movies to hospitalized children.
Dove's web site states that review standards and criteria are based on Judeo-Christian values gauging the amount of sex, language, violence, drug and alcohol abuse, nudity and other (antisocial behaviors) contained in films it reviews. The website shares that Dove's fund-raising strategy of not soliciting contributions from the film industry for its operations eliminates commercial pressure as a factor in its reviews. However, the Dove Foundation's former association with Feature Films for Families, an on-line retailer of home entertainment, has caused some to question their freedom from commercial influence. [2]
The organization previously conducted a national telephone opinion poll regarding movie content. As of July 31, 2007 the telephone survey had been concluded. The opinion poll's results and motivation were questioned: The methodology was cited as having a sampling bias in which respondents were screened for participation that might suggest they generally agreed with The Foundation's mission. The surveyor requested to speak with "The lady of the house..." while disqualifying households without children as part of the study for not meeting the requirements of the sample population. Additionally, Dove and its partner were accused by the state of Missouri of violating its "Do Not Call Implementation Act" (Missouri No Call suit nets $70,000 settlement. St. Louis Business Journal. August 22, 2006.) by using the opinion poll as a means of circumventing the Act to allow Feature Films For Families to market its products. [3] The national opinion poll was further criticized for using a set of pre-recorded scripts which were played in different sequences according to the responses received and as chosen by an operator listening to the calls. Response choices were presented in a yes-or-no format together with several multiple-choice questions. Respondents' continuation was limited by a finite number of scripts based on responses to qualifying questions. [1] The use of a single operator monitoring four calls simultaneously was also seen as a methodological weakness. In addition, the pollster asked for permission for a follow-up call. In the follow-up call respondents were solicited to buy films by the for-profit partner, Feature Films for Families. Although the foundation did not directly sell films, DVDs or Videos, it was closely associated with the for-profit partner, which paid for call center expenses.
Over four and one half million participated in the survey[4] and there were complaints on blogs and bulletin boards. The Missouri Attorney General's office received some 300 complaints. Many of those telephoned by Feature Films for Families were annoyed by the way the call was conducted, at any hour of the day and regardles of whether or not the family was on the United States National Do Not Call Registry. Some complaints cited the bluntness of the telemarketers, and their aggressive interviewing techniques.
The Attorney General of Missouri ascertained that their mode of operation was a means to bypass the FCC do-not-call list restriction and imposed a restraining order on these activities in Missouri in March 2006.[5]
As a result of court action brought by the state, Feature Films for Families Inc. of Murray, Utah, and the Dove Foundation reached a settlement agreement in the amount of US$70,000 in August 2006 for the alleged violation of state "No Call" laws.[2][6]
During this period, The Dove Foundation's call center was listed by whocalled.us as their most-reported telephone number[7]
The Dove Foundation currently has no active relationship with Feature Films For Families. It remains one of the most recognized voices advocating for wholesome family entertainment today. Its reviews and Family Friendly Seal awards continue to be relied upon by tens of thousands of families each month as they choose theatrical and in-home movie entertainment.