From Just Tzedakah we read:

Far worse, however, is misrepresenting the cause being supported, in favor of a more popular one; this practice may enter the realm of theft. (35 Responsa Divrei Yatziv, Yoreh Deah 146; Responsa Yashiv Yitzchak, Yoreh Deah 28; Responsa Shevet HaLevi II, 119; Responsa Shraga HaMeir IV,20:3; Responsa Ateret Moshe, II, 188.)

And

In all instances, the overarching concern of the organization must be Kiddush Hashem – Sanctification of the Divine Name, and the avoidance of Chilul Hashem – Profanation of the Divine Name (It is also for this reason that when soliciting donations, particularly in matters of basic sustenance,the focus should be within the Jewish community (See Shulchan Arukh, Yoreh Deah 254:1-2 and 259:3-4 and Orach Chaim, 154:11; Responsa Da’at Cohen, 132; Responsa Teshurat Shai, I, 15 and II,51; Responsa Divrei Yatziv Yoreh Deah 142).

Divrei Yatziv is the Responsa by the Sanz-Klausenberger Rebbe z'ya and Yashiv Yitzchak is by the Rosh Yeshiva in Kiryat Sanz.