To gain public trust and support, a welfare institution or charity should spell out its vision, mission and core values, besides spreading awareness of its social programmes.
It will do well to profile the key people behind the organisation, and state specifically how it is funded and the amount it needs to function effectively.
This requirement acts as a way to check that there is proper and responsible management of a social institution.
With such good governance and transparency, the confidence of the public and donors will be enhanced.
However, I do not agree with the public perception that employees in non-profit institutions should be paid less. Such employees are committed and passionate about what they are doing, but this does not mean that they should earn less. Like everyone else, they also have their families and loved ones to care for and bills to pay.
This problem needs to be studied and addressed. Otherwise, the problem of recruiting and retaining skilled personnel in non-profit organisations will persist.
Jeffrey Law Lee Beng