“Because the public often believes non-profits are not efficient enough with their donations does not necessarily mean this is reality.  At the same time, even if it’s not the truth, the old adage still applies – for donors, perception is reality.  The public sets a very high perceptual standard for the financial efficiency of charities, and it’s up to charities either to meet that standard or to re-educate people on why that standard is not reasonable.  Of course, the third choice is simply to face the consequences when potential donors don’t see them as suitably efficient.”