For close to 30 years, nonprofits have been the beneficiary of billions of dollars from brands across the globe looking to align themselves with socially responsible initiatives and propel stakeholder consideration and support. Likewise, consumers have indicated their support for doing good with their wallets and corporations have enjoyed increases in sales. In short, everyone has been a winner.
But the tide is turning: watchdog groups, citizen journalists, and now everyday consumers are demanding a new level of transparency and authenticity ...