You Don't Have to Be Big to be Accountable

If people are seeking unbiased, transparent data from a third-party source about the largest and most visible charities, it seems logical that donors to small charities likely crave it even more. Even if you’re too small for Charity Navigator to rate, you can give people useful, verifiable information. Don’t just display tragic photographs and list lofty goals. Tell people how you spend your money, how efficient you are, how well you’re growing, and how much your CEO makes. Make this information easy to find. Today’s charitable givers, especially those who give online, want data. Give it to them.