This Charity Is Letting Donors Control Where Their Funds Go

As charities increasingly deal with donors who expect more control over how their money is spent, a large humanitarian relief organization has developed a new online tool to give supporters a bigger say.

Direct Relief, which concentrates on medical aid for emergencies and poverty-stricken regions, will begin testing a new online donor site next week, as the annual year-end giving season approaches.

Currently, the group’s donation page allows donors to choose from one of two broad options. They can click to let Direct Relief use their gift where it is “needed most.” Or, they can use a drop-down menu to have their donation directed to one of several program areas, including efforts focusing on Hurricane Matthew, the Zika virus and the Syrian refugee crisis.