Yikes. It's a sad day indeed when a company that offers to donate some if its profits to charity is viewed with suspicion.
Not suspicion; I recognisie it for what it is -- a marketing ploy. A company can feel free to donate part of its profit or support a worthy cause in other ways. Just don't tie people's custom to that support.
So I look more favourably on companies that make donations to causes without tying it to marketing campaigns (for example, making a single donation to the memorial fund AFTER the books are sold) and/or promote the cause to their customers without forcing every customer to become an involuntary donor.