The cliche that goes around is that when you give, you receive. This law is true but when you give, you shouldn't be looking to get a return on investment. Here is a great post on how you should all go about giving: http://www.myonlineincomejourney.com/1/post/2013/11/giving-to-not-receive.html
I would prefer giving directly to the person who suffers not by donating to institutions. Also I don't agree with some ideas on the site you referred. I can summarize it as "Showing a worse situation to someone who is not happy with something." It's a disgusting method. There are always better and worse situations. You have to show better and worse pictures together or you shouldn't show anything. Because it would not be objective. You should listen to all the complaints and find solutions for the issues. Showing only worse situations is a very old trick, doesn't work at all.