What the BBB Wise Giving Alliance Charity Seal Means to Charities and Donors

The BBB Charity Information Service charity seal carries a lot of meaning for both donors and charities.

For donors, the appearance of the seal in a charity’s mailings, on its website, in newspaper and magazine advertisements or elsewhere is a clear and concise sign to show that the charity meets the Alliance’s Standards for Charity Accountability.

Donors may not know, though, that for charities, putting the seal in their materials is the culmination of a demanding process. Before charities can even apply to use the seal, they must undergo evaluation by the Better Business Bureau, the nation’s most experienced charity evaluator. And the evaluation process is anything but superficial. It involves rigorous scrutiny of a charity’s governance, effectiveness, finances and solicitations and informational materials. The standards go beyond what government regulators require.

Only organizations that come through a review with a “meets standards” conclusion are eligible to participate in the seal program. Not all will decide to do so. Participation is entirely voluntary and involves a licensing agreement. But more and more charities report that the seal gives them an efficient way of demonstrating their commitment to accountability and ethical practices, the values that donors are looking for. This commitment is all the more credible when it is verified by the familiar and respected BBB.

“Charities that display the BBB Wise Giving Alliance seal can do so with pride,” says Michelle Corey, President and CEO of the Better Business Bureau serving Eastern Missouri and Southern Illinois. “Not only are they attesting to their organizations’ adherence to sound standards, they are helping to increase donor confidence and strengthen public trust in giving.”