So it's not enough to complain that outsiders don't understand you. Most NGOs accept that they bear the burden of public scrutiny -- and, indeed, embrace that reality. Humanitarian organizations have always attracted a certain degree of controversy precisely because their mission often involves shaking us out of our complacency.
What sometimes gets a bit overlooked, however, is the way the Internet raises the stakes. As the Kony2012 video so graphically demonstrated, the web can disseminate and promote emotionally charged messages with superhuman speed. Yet it is also a powerful debunking engine: Claim something that's patently untrue and more often than not you'll quickly find yourself under attack by swarms of fact-checkers.
Charities are a powerful force for good in the world. But it helps the cause if we know that the stories they're telling are true.