Why Transparency is the Missing Link in Doing Good: Insights from Transformational Leader Missy Sue Mastel

In today’s interconnected world, transparency is more critical than ever. Whether it’s a global business, a nonprofit organization, or an individual striving to make a positive impact, clarity and honesty about actions are what truly build trust and drive meaningful change. Unfortunately, many organizations and individuals fall short of this principle, overwhelmed by activity, rather than striving towards a goal. 

Missy Sue Mastel CPA, CGMA, founder of Mass-Tel Communications, and an expert in nonprofit impact strategies, asserts that transparency is essential to creating genuine value and achieving real-world impact. “Whether you’re a nonprofit, a business, or a private individual, transparency about your efforts, goals, and outcomes is what separates true impact from what has become known as ‘greenwashing’ or ‘virtue signaling,’” she says. 

Greenwashing – where companies present themselves as more environmentally friendly than they actually are – and virtue signaling have become rampant in the business and nonprofit sectors. While organizations tout impressive numbers and heartwarming stories, the actual outcomes often don’t meet the mark of values they proclaim.

For example, if an animal protection organization shows that they have protected a certain number of endangered species, it looks impressive. However, without context, it’s hard to gauge the true significance of that number. “Is that number a lot or a little? Are we aiming to save 1,000 of those, or is the goal 15,000? Without clear metrics, it’s impossible to understand if progress is being made or if it’s just a marketing statistic,” explains Missy. 

This confusion extends beyond individual campaigns. Consumers worldwide don’t trust company sustainability claims thanks to reports like the one that found 42% of green claims made online by companies were exaggerated, false or deceptive. The consequences of such mistrust are severe. According to a study, about 54% of consumers will avoid purchasing from companies they believe are dishonest about their social or environmental initiatives. The same logic applies to nonprofits, where unclear reporting can damage donor trust and stifle contributions. 

For Missy, transparency applies equally to corporations, nonprofits, and individuals. Organizations that are truly committed to making a difference must go beyond showcasing feel-good moments. Instead, they need to outline specific goals, document their progress, and celebrate their successes. 

“If you’re saying you want to eliminate poverty in a region by 2035, you need to set measurable goals and report on those regularly,” the financial strategist Missy says. “The real ‘feel-good’ moment should come from reaching these milestones, not from vague assertions that don’t hold up to scrutiny.” This emphasis on clarity and measurement is not new, but it is gaining momentum. “Charities that disclose detailed impact metrics will see an increase in donor attraction,” she further shares.  

So, the question is, how can consumers and donors discern whether an organization is genuinely making their best impact? According to Missy, the answer lies in asking better questions and pushing for more detailed reporting. “If a nonprofit claims that your $19-a-month donation ‘supports children’s health,’ ask for specific goals. Does my funding help provide a child with medication, funding research, or covering administrative costs, and to what end?” she advises.  

The same applies to companies. “If a brand claims to be sustainable, ask what percentage of their products are made from recycled materials, or how they measure their carbon footprint. It’s not about challenging them aggressively, but about ensuring that you, as a consumer, can create positive impact both passively and actively,” the expert adds. 

One of the biggest shifts Missy sees on the horizon is a movement from emotional storytelling to data-driven transparency. While stories can tug at the heartstrings, data provides clarity and validation. “A single statistic tells you more about the NGOs impact than any number of anecdotes. It’s compelling, it’s measurable, and it shows tangible progress,” notes Missy. 

This approach doesn’t mean abandoning storytelling altogether. Rather, it means integrating data with narratives to provide a more comprehensive picture. Organizations that blend quantitative and qualitative data in their communications receive more attention compared to those that rely on one or the other. 

“Transparency is a two-way street,” Missy Mastel asserts. “Organizations have a responsibility to provide it, and individuals have a responsibility to seek it out. If we all commit to being more transparent and more curious, then we have a real chance of creating lasting change.” By embracing transparency as a core value, individuals can move beyond the assemblance of ‘doing good’ and start making a genuine, measurable impact in the world.