The number of charities continues to grow in the United States. In 2015, there were approximately 1.56 million nonprofits registered with the IRS, an 10.4% increase from 2005. More nonprofits means the competition for a donor’s dollar is on the rise. Donors have more power in the success of nonprofits than ever before. But, that can be a lot of pressure, especially for smaller donors. But, what if I told you there are resources out there that spelled out which organizations you should give to? Which nonprofits are the most financially efficient, effective, and even considered the “Top Charities?” Well, websites like this do exist! But, from my research, it became apparent that a small percentage of donors actually use these sites. for more context, the websites that I am referring to are Charity Navigator, Charity Watch, Top Nonprofits, GiveWell, GuideStar, and Forbes’ America’s Top Charities. When a donor searches “Best Nonprofits,” “Most Effective Nonprofits,” and other similar buzzword phrases, they are directed to at least one of these websites. These websites are what I like to call nonprofit evaluation platforms. They are a platform to inform donors if a nonprofit is “worthy” of their donation. They evaluate nonprofits in the attempt to make effective giving easier and more accessible to all. Some provide a number score or a letter grade to thousands of nonprofits, while others rank what they think are the Top 10 or 100 organizations. While these websites are making nonprofit information more digestible, I was curious to see how these platforms make their evaluation decisions, and if their methodologies are actually spotlighting the best and most effective nonprofits to donate to. In this paper, I will be discussing what nonprofit evaluation platforms bring to the table in the giving space. I will begin by providing the history on the increased interest in charity evaluation and background on the five nonprofit evaluation platforms that will be discussed—Charity Navigator, Charity Watch, Top Nonprofits, GiveWell, and Forbes’ America’s Top Charities. (While I will be providing some history on GuideStar, I have excluded them from the ranking comparisons because they are mainly utilized to find Form 990s, not to make their judgement of the organization.) After comparing each platform’s evaluation methods and rankings, I will take a look at how both donors and nonprofits interact with these sites. After analyzing this research, I will conclude if nonprofit evaluation platforms service the purpose they intend to. If not, what purpose do they serve in the giving space?
Read full abstract