; (ii) an areawide market analysis or survey; or (iii) another industry-approved method. (B) Non-Federal share (i) In general Under the agreement, the eligible entity shall provide a share that is at least 25 percent of the fair market value of the urban agricultural land easement in accordance with subparagraph (A). (ii) Source of contribution An eligible entity may include as part of its share under clause (i) a charitable donation or qualified conservation contribution (as defined by section 170(h) of the Internal Revenue Code of 1986) from the private landowner if the eligible entity contributes its own cash resources in an amount that is at least 25 percent of the amount contributed by the Secretary. (C) Exception For purposes of subparagraph (B)(ii), the Secretary may waive any portion of the eligible entity cash contribution requirement for projects of special significance, subject to an increase in the private landowner donation that is equal to the amount of the waiver, if the donation is voluntary and the property is in active agricultural production. (3) Evaluation and ranking of applications (A) Criteria The Secretary shall establish evaluation and ranking criteria to maximize the benefit of Federal investment under the program. (B) Considerations In establishing the criteria, the Secretary shall emphasize support for— (i) improving community food security