Nonprofits Need Use the Web to Show Accountability

Revised with new information as of June 16, 2020

by Jayne Cravens
More resources at coyotecommunications.com & coyoteboard.com (same web site)

Use Your Web Site to Show Your Accountability and
To Teach Others About the Nonprofit / NGO / Charity Sector!

The number and tone of media stories regarding nonprofits and international aid agencies and how they spent contributions in the wake of major events almost always turns ugly. The Black Lives Matter-affiliated groups in 2020, the groups associated with helping after the terrorist attacks on September 11, 2001, Hurricane Katrina, recovery efforts in Haiti, recovery efforts in Puerto Rico, Hurricane Sandy and various other disasters over the last 20 years - all eventually, often suddenly, face scrutiny about how much money they raised versus how much money they dispersed, how they dispersed those funds, and how much money they actually raised.

Sometimes the criticisms are legit. Sometimes, they aren't. Either way, the result is that people lose trust in nonprofits, charities and non-governmental organizations (NGOs). It contributes to the ever-growing misconceptions about the role of nonprofits in the USA and beyond, and this could fuel local, state and national movements against nonprofit organizations.

Not-for-profit organizations, non-governmental organizations/NGOs, grass roots organizations, schools, and other mission-based organizations MUST use technology to show their transparency and credibility, and to teach the media and general public about the resources and expertise needed to address critical human and environmental needs.

To start, make sure that your organization's web site CLEARLY states:

the history (including date of incorporation with your local government) and mission of the organization
what impact the organization has on the community or those the organization serves -- not only the number of services you provide but, rather, what IMPACT these services have (and examples of such!)
the latest finances for the agency (a detailed list of the expenditures from the latest fiscal year is a must; at least a summary of income is also a must)
how to obtain a copy of the organization's 990 form (if the organization is based in the USA), and other official financial statements and government-filed documents (you can also simply scan these yourself and have them available for viewing on your web site)
how much money you raised in the most recent fiscal year and what you spent that money on in that fiscal year
names of board members
name and credentials of Executive Director, and other key staff
etc.

That's the minimum you must do to establish your organization as credible and accountable. But there's even more you can do :

post testimonials from those who have used or been served by your organization
post testimonials by representatives from government or other organizations endorsing your work
post photos of volunteers and staff in action, or of clients being served by your program
provide detailed information about how and why your organization involves volunteers, as well as how people can volunteer
blog about your work. Be open about challenges you've faced and how you are addressing them
post data that shows the impact you have had (if you are an education organization, for instance, don't just state how many you educated or how many graduated - you also need to show what people did with that education, like how they got employment)
post evaluation reports of your programs - including those that find fault
post white papers that would be helpful to others working in organizations with similar or related missions
link to media articles about your program, including those that are critical

Also, on your web site, in presentations, and in your funding proposals, TALK ABOUT THE DIFFERENCE TECH MAKES in your organization's work. Be as graphic and detailed as possible. How does the copy machine help meet your organization's goals and serve more people? What about computers and Internet access for all staff? What software is used by staff to help your nonprofit reach its goals, and why is it fundamental to your organization's success?

Let the public (and, hopefully, the media) understand that administrative activities are absolutely essential to help your organization serve even more people, do even more with donations, and engage in even more activities to meet the stated mission of the organization.

If your program has been in the news a lot and is seeing an onslaught of donations, increased requests for service, etc., you need to be ready for increased scrutiny, especially about your finances.

In addition: track your online profile. For instance, go to Google or any other online directory system and search for your organization's name, the name of your organization's executive director, your web address, or key phrases, such as:

the word "contact" and the name of your organization
the word "volunteer" and the name of your organization, or, a phrase relating to your mission
the word "donate" and a phrase relating to your mission

Doing these kind of searches can help you to see how easy it is for someone looking to volunteer with, donate to or contact an organization with a particular focus to be able to find you online. It also will give you an idea of how many web sites are linked to your organization's site, and what the media and other publications may have said about the head of your organization. You may find criticism or praise from a volunteer, donor, or client about your organization that you will want to address.

Also see:

The How to Handle Online Criticism / Conflict. It may be about your organization's new logo or mission statement. Or about the lack of parking. Or about the volunteer orientation being too long. It may be substantial questions regarding your organization's business practices and lack of transparency. Online criticism of your organization, even by its own supporters, is inevitable. Some call this crisis communication - whatever it is, you need to be ready to rapidly address it.
The Global Development Research Center, an independent nonprofit think tank that carries out initiatives in education, research and practice, in the spheres of environment, urban, community and information, and at scales that are effective. Its NGO Management Toolbox includes a section on NGO Accountability and on NGO Credibility and Legitimacy.
Web Site Design Suggestions for Nonprofits, NGOs and Small Government Agencies
Some more fundamentals regarding web site design for nonprofits, NGOs, civil society organizations, government agencies, schools and other mission-based organizations.
Could your organization be deceived by GOTCHA media?
Donald Trump’s War on Volunteerism.
Time for USA nonprofits to be demanding.
A plea to USA nonprofits for the next four years (& beyond).
Marketing Your Nonprofit, NGO or small government office Web Site.
capacity building tools & resources for CSO strengthening.
Is Your Staff "Walking the Talk" Re: Your Organization's Online Activities?
Mission-based organizations use the Internet in all sorts of ways to interact with the public, or with staff and volunteers abroad: for instance, online discussion groups, an intranet where staff and volunteers can share profiles about themselves and updates about their work with each other, or an online service that is promoted as central to the organization's mission and identity. But is your staff showing leadership in using these online tools? If your organization is to use technology successfully, all staff must embrace it. Here are tips on how to encourage that.
Starting a Nonprofit or Non-Governmental Organization (NGO). The laws and procedures for starting a nonprofit organization, an NGO, a charity or a foundation vary from country to country. The laws and procedures are never exactly the same. This page offers the general advice that is applicable to any country, but you will still have to go through country-specific requirements, which are NOT detailed on this page but there is advice on where to find them).

See more resources re: Outreach & Engagement, With and Without Technology

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