Charity: Water raised money for overhead as well as program, as two separate things. That way they could say with perfect honesty that 100% of a person's donation to program goes to work in the field.
The people that cover the overhead are donors, too, of course. And they know exactly what they're buying: incredible impact. Overhead makes the programs possible.
From a sales point of view, Charity: Water did something well-known in the banking industry: they made their donors a No Fee offer.
Scott Harrison founded Charity: Water in 2006. Over the next decade the charity raised over $200 million for clean water projects in 24 countries ... promoting the No Fee offer.
Of course, other charities hate the claim. It makes them look like spendthrifts.
And it makes Charity: water look like some kind of magician doing incredible work in a glamorous high profile way without spending donor money on anything but getting people clean drinking water for the first time.
Thus "proving" to a world that skips the details that great good can somehow come from thin air. Don't blame Scott H.! Blame your organization's C-level lack of understanding ... of how the human attention span is ever-shrinking.
It IS this decade's top story.