Ben & Jerry’s social objective permeated every aspect of the business. One dimension was its tradition of generous donations of its corporate resources. Since 1985. Ben & Jerry’s donated 7.5% of its pretax earnings to various social foundations and community-action groups. The company supported causes such as Greenpeace International and the Vietnam Veterans of America Foundation by signing petitions and recruiting volunteers from its staff and the public. The company expressed customer appreciation with an annual free cone day at all of its scoop shops. During the event customers were welcome to enjoy free cones all day.