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Earning a GuideStar Seal of Transparency Pays Off—Gold and Platinum Seal Holders Received the Most Donations in 2017

Earning a GuideStar Seal of Transparency Pays Off—Gold and Platinum Seal Holders Received the Most Donations in 2017Yesterday, 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 77 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.

Earning a GuideStar Seal of Transparency Pays Off—Gold and Platinum Seal Holders Received the Most Donations in 2017Holly Ivel is GuideStars director of data services.

Topics: Fundraising Online Donations Online fundraising GuideStar Nonprofit Profiles GuideStar
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