Avoiding any actual names: if Charity X advertises itself as a leading way to fight hunger / homelessness / animal abuse / poverty, but 90% of X's budget goes to raising more money, I call that "a conflict of interest." (90% is not a disqualifying amount, by the way.)

As a donor, if you think you're fighting <whatever> but what you're really doing is providing salaries for friends and family of the founders, then you're actually doing something else. What would you call it?