Critics of microfinance express concern that financial service providers are more interested in maximizing profits than meeting the needs of their poor clients and a new global effort, known as the Smart Campaign, aims to right this wrong. By identifying a set of common standards to guide all microfinance operations, the Smart Campaign provides a useful framework around which those who value putting clients first can rally. The Hunger Project recently signed on as an endorser of the Smart Campaign to demonstrate that it agrees with the idea that all microfinance clients deserve transparent, respectful and prudent services.