"What You Don't See, So Far From Your Home..."

From Curatoria 

"What you don't see,

So far from your home, 

Is transparency coming, 

and coming on strong." 

The #1 ranked worst charity in America: Kids Wish Network 

"Where dreams really do come true." 

Of the $127 million raised last year, just 2.5% went to direct cash aid. $110 million went to solicitors. 

I can see it in the meeting now: 

Boss: "We need to be on Social Media. Paul, start a Facebook page. Get on that Twitter, and Pin-thingy."

Paul: "Sure, what do you want me to post?" 

Boss: "The kids, Paul, the kids. Whatever the Make-A-Wish Foundation is doing, do that." 

Paul: "Ok, so we'll let people donate right there on the page. And, post pictures of kids everyday?" 

Boss: "Brilliant, ahh. Kids are gonna love this." 

For brands in full control of their perception on Facebook, and I mean tight control over how they present themselves, the end-product is almost always the post. 

Happy kids. Smiling faces. Dreams come true. 

Efficiency? Reality? Behind the scenes? 

Nah. 

The Facebook page for Kids Wish Network looks as though everything is running smoothly. 

Disney World, Taylor Swift, Green Bay Packers! 

If all you're trying to do is define your brand, you can do it. Decide what it is that defines a particular perception, and share it. 

Happy kids. Smiling Faces. Dreams come true. 

But...

If you're trying to improve efficiency, max out the return on your soliciting efforts, why lie? Why put on a mask?

You need help. You are struggling to hammer in the point of your existence: making dreams come true for children. 

But they won't use Social Media to improve, to keep donators informed, to be transparent and as a result create transparency between the funders and the children being given a dream. 

They won't use Social Media as a strategy. 

They'll use it as a defense mechanism. 

Happy Kids. Smiling Faces. Dreams come true. 

2.5% 

With transparency coming on strong, the future is bleak for those who be unveiled (to the masses) as inefficient mediums to achieving goals catalyzed by donations. 

Growth? Future? Awareness?

Good luck.