When viewers are exploring a new webpage it is extremely important that with the organizations being considered they are very authentic and clearly show how they use the money they are collecting.
The Environmental Defense Fund shows a two pie charts that explains how they get money and how they spend it. They have one pie chart labelled, “Sources of Support and Revenue.” This pie chart shows that 68% of their revenue comes from contributions and memberships. The remaining money that they make comes from things like foundations, investments and government grants.
The second pie chart shows the organizations expenses. On this chart it is shown that 82% of their expenses go towards program activities while the remaining percentages go towards development, membership, and administration.
While, these pie charts do show how the organization claims they have spent their money. There is no proof to back up these claims. On their expense pie chart, they say that a large chuck of their money is spent on program activities. There is no clear definition of what program activities are or what specific actives the organization is doing to help their cause. Because there is no proof of how they are spending their money it is unlikely that a viewer would want to support this organization. Without transparency on how money is being spent in an organization people cannot consider the organization authentic.
The World Wide Fund for Nature does just the opposite of the Environmental Defense Fund when it comes to being transparent on how they spend their money. Not only does the World Wide Fund for Nature show pie charts of how their money is earned and spent, they also include links to every single past expense report that the organization has had.
WWF shows in their graphic above, the total expenses of operating the organization and the total expenses of running different programs to raise money. These graphics do not specify what programs they are running and where that 84% of their money is supposedly going but if this concerns the viewer it is easy to scroll down to see links to every past years expense report.
The addition of the expense reports for previous years helps to give the World Wide fund for nature much more credibility. Because they are so transparent with how they spend their money they are more likely to gain public support. When people decide to support an activist organization, they expect that they are truly working towards the goal they have set out for themselves. The Environmental Defense Fund is less authentic than the World Wide Fund for Nature because they do not clearly show how their money is used. The graphics included on both websites do add to their credibility but unless this information can be proven like the World Wide Fund for Nature did with the inclusion of expense reports, all credibility is lost.