Cost of fundraising -- when priorities are in conflict

From policy-makers' offices to the cocktail party circuit, nothing sparks debate quite like posing the question: "What is an acceptable cost of fundraising for charities?" At issue are diametrically opposed positions of fundraising effiiciency versus gross amount raised. In essence we wonder, what is more important? A low cost-to-income ratio or the total amount a charity has raised in support of its cause? Matt Mendolsohn in The Economist proposes a procative perspective....maybe charities should approach return-on-investment like companies do. Do you agree?