Typically non profits will advertise this type of thing, essentially a program ratio of 100%. This is positively correlated with total donations. Usually the w

Typically non profits will advertise this type of thing, essentially a program ratio of 100%. This is positively correlated with total donations. Usually the way to work around this is to have a large benefactor that agrees to use their funds for overhead/admin/advertising, and then they can say 100% of your donations goes to programs. A sort of necessary pain for non profits because a "bad" program ratio costs them donations.