Go On ... I Dare You

I talked recently with a development director at a large, well-respected nonprofit that has opted out of the ratings game. Its work, and the way the organization is run, puts it at the low end of watchdog ratings. It's extremely effective — a great investment for donors — but not by the watchdog system. Last year, when this organization gained nearly 100,000 new donors, a few hundred asked about its lack of watchdog ratings. Of those, fewer than 10 decided not to give as a result. The impact was virtually zero.