Transparency as Marketing Tool
Jono Smith blogging at Katya Andresen's Non Profit Marketing blog offers an interesting example of "building trust with their audience through transparency." He writes:
Save the Children UK does a fantastic job of building trust with prospective donors right on their fundraising page by being crystal clear about exactly where donations go, and how they impact the beneficiaries on an individual level.
She includes the excellent graphic STCUK uses to illustrate how the money is spent. I've dropped it below, but click the link above to see it full size.
