Yesterday, we looked at the growth in donations made through the GuideStar website in 2017. Today we’re examining the impact having a GuideStar Seal of Transparency and mission had on these gifts.
The Seal of Transparency Made a Difference
Organizations that had a Bronze, Silver, Gold, or Platinum Seal were more likely to receive donations than those that had only claimed their profiles and opted to receive contributions through GuideStar:
- Some 78 percent of the organizations that received a donation through GuideStar’s website last year were Seal holders.
- Only 22 percent had claimed their profiles without earning a Seal.
Which Seal an organization had earned also had an effect. The average donation for Gold and Platinum Seal holders in 2017 was 11 percent higher than the combined average donation for non-Seal holders and organizations with Bronze or Silver Seals. The combined average donation for all Seal holders was 7 percent higher than that for non-Seal holders.
What does this mean for you? It means taking time to provide information necessary to attaining a higher Seal pays off!
To learn more, see the requirements for each Seal level and our step-by-step instructions for claiming your organization’s Nonprofit Profile and adding a donation button to it.
Donations by Mission Area
More than half of donation revenue went to organizations focused on human services; international, foreign affairs, and national security; civil rights; diseases; animals; and general and rehabilitative heath. Here’s the breakdown:
| Organization Type (NTEE Major Code) | % of Donation Dollars | |
|---|---|---|
| Human Services—Multipurpose and Other | 15% | |
| International, Foreign Affairs, and National Security | 9% | |
| Civil Rights, Social Action, Advocacy | 8% | |
| Diseases, Disorders, Medical Disciplines | 7% | |
| Animal-Related | 7% | |
| Health—General and Rehabilitative | 6% |
If your organization works in one of these cause areas, it’s already more likely to receive a donation through GuideStar. If you haven’t already claimed your profile and opted to receive contributions through GuideStar, why don’t you do that now? It’s an easy, cost-free way to reach new donors. See our step-by-step instructions.
And while you’re at it, why don’t you earn a Seal of Transparency to increase your changes of receiving donations through our site? All it will cost you is time.
Holly Ivel is GuideStar’s director of data services.
