XOXO, Philanthropy: When Giving Goes Viral (Part 2)
In Part 1, I wrote about Angel Trees and what happens when generosity becomes content. This time, I want to talk about another type of viral philanthropic content: videos where creators call churches or nonprofits to ask for help with baby formula, diapers, food, or rent. Sometimes the organization helps. Sometimes it doesn't. Either way, their answer usually sparks thousands of comments.
But these videos raise a very practical question:
If I want to donate my money or time to an organization, how do I know whether they actually do what they say they do?
The good news is that you don't need to pick up the phone to find out.
Start With the Mission
The first place to look is the organization's website. A legitimate nonprofit or church should be able to clearly explain what it does, who it serves, and how it serves them. If an organization says it provides emergency assistance, what does that actually mean? Does it provide rent assistance? Food? Utility payments? Baby supplies? Referrals to other organizations? Who qualifies? Where do people go to ask for help?
The more specific the answers, the better. Something vague like, “we help families in need” doesn't tell you anything. A clear explanation of the organization's programs tells you a lot more.
And if you can't figure out what an organization actually does from its website, that's worth considering before clicking “donate.”
Look at the Money
One of the best things about donating to a nonprofit is that you don't have to take its word for how it uses your money. For U.S. nonprofits, the IRS Form 990 can provide a window into an organization's finances. You can look at things like revenue, expenses, assets, compensation, grants, and other financial information. You can also use nonprofit databases such as Candid or Charity Navigator to get a broader picture of an organization.
But don't get too hung up on one number.
The percentage spent on overhead, for example, doesn't tell you whether a nonprofit is effective. Organizations need employees, technology, insurance, fundraising, accounting, facilities, and a host of other things required to operate. Instead, look at the bigger picture.
Does the organization's spending appear consistent with its mission?
Look for Evidence of the Work
Look at an organization's annual report, social media, reviews, newsletters, and program pages. What did they actually accomplish last year? How many people did they serve? What programs did they operate? Do they share stories from the people they serve while protecting those individuals' privacy and dignity? Are they measuring outcomes, or are they primarily talking about how many followers, events, or donations they have? And if an organization says it operates a food pantry, for example, can you find information about its hours, eligibility requirements, and how people access the pantry?
A good organization should be able to show you the work.
It doesn't need to have a million-dollar marketing department or a polished Instagram account. But there should be some evidence that the mission isn't just words on a website.
Ask What Happens When They Can't Help
No organization can meet every need. A small church may not have the resources to purchase baby formula for every person who calls. A domestic violence organization may not have funding to pay someone's rent. A food pantry may not provide diapers. That doesn't automatically make the organization bad. What matters is what happens next.
Does the organization explain what it can provide?
Does it refer people to another organization?
Does it maintain a list of community resources?
The best organizations understand that “we can't help with that” isn’t the end of the conversation. Sometimes the most valuable thing they can offer is a warm handoff to someone who can.
For Churches, Look Beyond the Sunday Service
Churches can be a little harder to evaluate because they don't necessarily operate like traditional nonprofits. If you're considering donating to a church because you've seen videos about its community outreach, look for information about those programs specifically.
Does the church have a food pantry? A benevolence fund? A diaper ministry? A community resource center?
How are those programs funded?
Who is eligible?
Are they open to anyone in the community, or only members of the congregation?
The important thing is that you know what you're supporting.
You may decide you want your donation to support a church's general operations. Or you may specifically want your money to purchase groceries for local families. Make sure your donation matches your intention. You can do that by making a designated gift, a donation directed toward a specific program, initiative, or purpose within an organization. This allows donors to support the area of the organization’s work that matters most to them.
Don't Confuse Visibility With Impact
One of the biggest lessons I think we can take from philanthropy content is that visibility and impact are not the same thing. The organization with the best TikTok account isn't necessarily the organization doing the most good. In many of the church calls, it was small, humble parishes that stood ready to give. Some of the best organizations I've encountered are doing incredibly important work without ever having a fancy website or a large social media following. But they are quietly paying utility bills, feeding families, providing shelter, or helping someone navigate a crisis.
That is impact.
Do Your Homework Before You Donate
You shouldn't have to conduct a social experiment to determine whether an organization is worthy of your support. Before you give, spend a little time doing some basic research:
Read the organization's mission and program information.
Look at its most recent annual report or Form 990.
Check Candid, Charity Navigator, or another reputable nonprofit resource.
Look for evidence of current programs and community impact.
Find out exactly how people access the services being advertised.
Check whether the organization is transparent about its leadership and finances.
And if you still have questions?
Ask the organization. But ask the right person.
If your questions are about where your donation will go, how funds are allocated, or what a particular gift will support, start with the development or philanthropy team. For churches, the community outreach, benevolence, or missions team may be the best place to start. You can also ask for an annual report, financial information, program outcomes, or more information about how a specific donation will be used. A reputable organization should be able to point you in the right direction, even if the person answering the phone isn't the person with the answer.
And remember: you don't have to wait until after you give to ask questions. Due diligence is part of being a thoughtful donor.
The goal is to give intentionally, to organizations whose mission, practices, and impact align with your values.
That takes a little more effort than simply clicking “donate,” but it's an effort worth making.
XOXO,
Sonia
You know you love funding.
