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Informed Giving: Information Donors Want and How Nonprofits Can Provide It

Partner

The William & Flora Hewlett Foundation

Fidelity Charitable

Published

2013

Summary

What information do potential donors care about the most when researching a nonprofit? Informed Giving: Information Donors Want and How Nonprofits Can Provide It shares key findings both for donors who want to be well-informed in their giving and for nonprofits who want to provide key information to potential supporters.

Studies shows that one in three donors conduct research before giving to a nonprofit and that most donors analyze a nonprofit’s performance and impact before donating.  

However, most research does not address donors’ preferences between different types and sources of information, which data is most useful, and the frequency  that donors seek information. This report delves into these research areas and uses the conclusions to provide actionable steps for both donors and nonprofits. Informed Giving: Information Donors Want and How Nonprofits Can Provide It  generates new insights into the types of additional information donors could leverage to make informed giving and how this information impacts nonprofits.

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