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Top Trending Nonprofit Profiles *#GivingTuesday Edition*


A few days after gorging yourself with turkey and various pies, you may have seen the tag #GivingTuesday floating around the Internet. What is #GivingTuesday? And how does it affect GuideStar's most highly viewed Nonprofit Profiles? We were curious to find out, too!

What is #GivingTuesday? #GivingTuesday is a global day of giving celebrated on the Tuesday after Thanksgiving. Powered by social media, #GivingTuesday is a philanthropic antidote to the consumer-driven Black Friday and Cyber Monday. Started in 2012 by the Belfer Center for Innovation & Social Impact, this week #GivingTuesday enjoyed its fifth year.

How does #GivingTuesday affect GuideStar? #GivingTuesday is one of the highest traffic days of the year for GuideStar. In fact, we received 23 percent more traffic on this past Tuesday (#GivingTuesday 2016) than last year! This translates to roughly 50 percent higher than a typical day for GuideStar.

Which organizations received the most views? We did some number crunching and came up with this Top 10 List, based solely on Tuesday's Nonprofit Profile views. We also included some thoughts as to why these organizations are topping the charts. Without further ado...

The List

Rank Organization Thoughts
1 American Civil Liberties Union Foundation, Inc.

Profile level: Gold
This foundation is the 501(c)(3) arm of the American Civil Liberties Union (ACLU). The ACLU is commonly in the news due to the high-profile cases it takes on. The media section of its site shows the extent of its activities, and its home page demonstrates its reaction to this year’s election results.
2 St. Jude Children’s Research Hospital Inc.

For 11 of the last 12 years, St. Jude Children's Research Hospital has been among the top 25 charities in terms of donations raised. It handles the touching topic of children with life-threatening illnesses and has incredibly memorable TV ads. If the faces of Jennifer Aniston, Jimmy Kimmel, and Sofia Vergara suddenly rush to mind, then you'll understand this ranking.
3 Wounded Warrior Project Inc.

Profile level: Platinum
The Wounded Warrior Project had quite the scandal at the beginning of 2016. Controversy aside, the Wounded Warrior Project is one of the largest veteran’s charities in the United States, which hits home for many Americans.
4 International Rescue Committee, Inc.

Profile level: Silver
The International Rescue Committee responds to the world's worst humanitarian crises, including the Syrian civil war and the related refugee crisis in Europe and the Middle East. The news coverage these events are garnering probably accounts for at least some of GuideStar users’ interest in the IRC.
5 Planned Parenthood Federation of America, Inc.

Profile level: Gold
Similar to the ACLU, Planned Parenthood is often in the public eye because of passionate support for and opposition to its work. A look at the organization’s newsroom shows that it is actively responding to this year's election results.
6 Donald J. Trump Foundation Inc.

The Foundation of President-elect Donald J. Trump. Need I say more?
7 Syrian American Medical Society Foundation

The Syrian American Medical Society Foundation provides medical relief and humanitarian assistance to Syrians (in any country). Given current events in Aleppo, Syria, and the refugee crisis engendered by the Syrian civil war, the SAMSF is bound to be a chart topper.
7 Goodwill Industries International, Inc.

Profile level: Platinum
Ranked #7 in our first Top Trending Nonprofit Profiles blog post, Goodwill is another nonprofit that consistently ranks in the top 25 by donations. Its collection and resale of donated items are familiar programs in many communities.
9 American National Red Cross

Profile level: Platinum

Also ranked (as #4) in our first Top Trending blog post, the American National Red Cross continues to capture American interests as one of the top nonprofit responders to national and international disasters, including Hurricanes Matthew and Otto.
10 Bill, Hillary & Chelsea Clinton Foundation

Profile level: Platinum
Given this year's tense political climate, the Bill, Hillary & Chelsea Clinton Foundation received an incredible amount of attention, propelling it to the #1 ranking in our first Top Trending blog post, and continuing to appear as #GivingTuesday's 10th-most viewed nonprofit profile.

Surprised at the organizations you see on this list? Not surprised in the slightest? 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 By publishing these findings, GuideStar is neither endorsing nor condemning any of the included nonprofits.

Top Trending Nonprofit Profiles *#GivingTuesday Edition*When she isn't helping nonprofits update their GuideStar Nonprofit Profiles, Madeline Kardos writes for GuideStar's 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 Top Trending Nonprofit Profiles Ten Trending Nonprofit Profiles #GivingTuesday