google explains why charity sponsor links are sometimes spam

In hangout, publisher asked the question about sponsored links.   The publisher was unable to change the link to no-follow and was worried that the link would affect the site's rankings..   And then that's something the team might take action on..   On the other hand then the team is not going to worry about that..   So I'd try to take look at the bigger picture there and think abot whether or not this is something that you're doing like going out and sponsoring other sites or products with the intent of getting link or if this is something that's essentially just natural part of the web..   There are many kinds of sponsorships that can lead to penalty beyond the in the question featured here..   Sponsorship of websites, giving to in exchange for links, and even giving student discounts order to earn link have all been penalized in the past..   The phrase, natural part of the web reminds me of what former Matt Cutts used to say about reciprocal links.   Do not try to get rid of link to another site just because that site links to you..   That means that then it's in your interest to consider adding no-follow links.   Read more