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10 Trending Nonprofit Profiles (Did Clinton and Trump make the cut?)


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Each year, more than 7 million people use GuideStar to find data on 2.4 million current and formerly IRS-recognized nonprofits. Being the data nerds that we are, we wondered: what organizations are our users most curious about?

We analyzed our own Nonprofit Profile unique page visits in July and August of 2016 to compile a list of our 10 most highly-viewed Nonprofit Profiles, along with information including:

  • Their Nonprofit Profile participation levels,
  • How well their profiles performed compared to the previous month, and
  • Our hunch as to why they were among our most-viewed profiles.

Let's get started:

Rank Organization Thoughts
1 Bill, Hillary & Chelsea Clinton Foundation

Profile level: Platinum

Change in rank since July 2016: none
As the November presidential election draws closer, it's no surprise that searches for front-runners Clinton and Trump's foundations are on the rise. As GuideStar CEO Jacob Harold notes in his analysis of the Clinton and Trump Foundations, "The Clinton Foundation is meant primarily as a vehicle for directly operating programs for the social good—while also making some grants to other organizations."
2 Clinton Family Foundation

Profile level: Basic

Change in rank since July 2016: + 95
Where the Bill, Hillary & Chelsea Clinton Foundation is a public charity that operates its own programs and seeks contributions, the Clinton Family Foundation is classified as a family foundation, meaning that it's funded by the Clintons and makes grants to charitable organizations.
3 Donald J. Trump Foundation Inc.

Profile level: Basic

Change in rank since July 2016: +4
Republican presidental nominee Donald Trump's foundation was founded in 1988. As Jacob Harold states in his article, "The Trump Foundation is meant primarily as a vehicle for distributing grants from the Trump family fortune—although it also accepts funding from other donors."
4 American National Red Cross

Profile level: Platinum

Change in rank since July 2016: +2
In times of crisis, the Red Cross is among the top nonprofits that Americans turn to to help those affected by natural disasters including the recent devastating floods in Louisiana.
5 Walmart Associates in Critical Need Fund

Profile level: Basic

Change in rank since July 2016: none
Walmart, the #1 Fortune 500 company that recently aquired Jet.com for $3 billion, controls the board of this public charity, whose mission is to provide financial assistance to Walmart associates when they are experiencing extreme financial hardship. Walmart's chief sustainability officer, Kathleen McLaughlin, serves as president.
6 Creative Commons Corporation

Profile level: Gold

Change in rank since July 2016: - 4
Raise your hand if you didn't know Creative Commons is a nonprofit! This organization is regularly at the top of our list, and with good reason: it works with platforms such as YouTube, Wikipedia, and Flickr to legally share more than 1.1 billion works and counting.
7 Goodwill Industries International, Inc.

Profile level: Gold

Change in rank since July 2016: -3
In addition to being a well-recognized charity to which people can donate used items to be re-sold at stores nationwide for pennies on the dollar, Goodwill has also been under scrutiny this past summer for the discrepancy between its chief executive's salary versus that of its store employees.
8 Desert Classics Charities

Profile level: Basic

Change in rank since July 2016: + > 304,200
Hillary Clinton's recently released tax returns note that she and Bill contributed to this charity, propelling it onto our list.
9 March of Dimes Foundation

Profile level: Silver

Change in rank since July 2016: none
March of Dimes, a leading nonprofit working to prevent birth defects, low birth weight, and infant mortality, continues to hold its position on our list, especially as concerns rise over the spread of the Zika virus.
10 American Cancer Society

Profile level: Platinum

Change in rank since July 2016: -2
More than 1 million people in the United States get cancer each year. The American Cancer Society's mission is to eliminate cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer through research, education, advocacy, and service.

And there you have it! Does anyone on this list surprise you (or not)? Share your reactions in the GuideStar Community.

Disclaimer: The intent and purpose of publishing this list is to share the top 10 most highly viewed organizations on guidestar.org. By publishing these findings, GuideStar is neither endorsing nor condemning any of the included nonprofits.

Courtney-Cherico.pngAs content marketing associate, Courtney Cherico manages GuideStar's social media platforms and top-rated blog. Follow GuideStar on Twitter and Instagram to stay up to date on the latest nonprofit sector news.

Topics: Most-viewed nonprofit profiles GuideStar Nonprofit Profiles Ten Trending Nonprofit Profiles