The Red Cross took less than 7 hours to respond to my question about their effectiveness on the new Google Finance for Nonprofits portal. You can read our back and forth here. I believe that this is the first discussion occurring on a Google Nonprofit page. Personally I’m glad the discussion is about effectiveness. The Red Cross gives a good reply that most donors will be happy with. I was impressed. But I’m sure that no foundation or someone like Holden Karnofsky would find the answer sufficient. No links to impact data. But that’s OK. All of that is coming a short way down the road. I think that open discussions between donors, nonprofits and others in a hosted forum like Google will only hasten the move towards transparency and demonstrated impact.