Where the Money Goes

Charity ads are emotion at its most polished: heartbreaking images, swelling music, a face you cannot look away from. The suffering is real. But the ad tells you nothing about what happens after you give. Two groups can run identical tear-jerking campaigns while one turns most of your donation into help and the other turns most of it into more ads. Before you give, look up how the group actually spends its money. That single step turns your good feeling into a good decision.