Given that I can't even get them to update the street address on a client's (successfully claimed) Google Places listing, I have my doubts.

To the extent it allows Google users to interact directly, perhaps. To the extent it demands any (non-development) support from Google staff, "forgetaboutit".

(To clarify, I can sign in and update the listing all I want. It shows correctly on that page. Access the Places listing while not signed in, however, and they are, months later, STILL listed as being at their old address.)

I think roles such as these (i.e. 3rd party ratings) are best left to non-profit entities. Not that there isn't any potential for conflict of interest simply because the org is non-profit, but it seems to minimize the possibility. Also, because non-profits are dependent on donations, there is more interest in transparency and honesty. I'm thinking about something like Charity Navigator.

Sorry I do not see how Google is in improvement in anything.