On the page for HouseCall, I noticed the following statement:”After scanning for viruses and spyware, why not spend an extra two minutes to express your appreciation for HouseCall by a charitable donation to Schools Online! ”
Of course, that got my attention.  When I clicked through, I found the following:

Pleased with HouseCall?
Why not express your appreciation with a charity contribution!
Trend Micro will contribute any amount that you volunteer to pay (minus transaction fee) to Schools Online, a division of Relief International , to help students gain access and use the Internet for learning and cross-cultural dialogue.

Since 1996, over 6,100 under-served schools in the US and 35 other countries have received equipment and support necessary to get online through Schools Online.

Yes! I’d like to make a voluntary payment and have Trend Micro contribute it to Schools Online

I liked that they give their customers the opportunity to express thanks for a free service by making a contribution.  They also give some data on the level of support they have given Online Schools in the past – another best practice in my opinion. 

Trend Micro HouseCall

If you happened to miss that preliminary sentence when first on the HouseCall page, while the program itself is running, Trend Micro shows the above graphic with a map of the world and the caption, “Express your appreciation for HouseCall with a donation to charity.”  So you get another chance.  Since the program takes a while to scan your machine, the offer is front and center for a while.

I liked it!