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If, as the findings indicate, the average donor thinks we spend 37 cents of every dollar on overhead, donors may think twice before making gifts to nonprofits they aren’t completely convinced are better than the rest. After all, donors like to believe that the charities they give to squeeze every last penny out of their donations to carry out their good work.
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Pamela Barden
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Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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