Conference Roundup: Managing Angry Donors

2. Look at Charity Navigator and GuideStar rankings.

3. Monitor social-network buzz. “Know how they’re talking about you,” McKee said. “It’s definitely an insight.”

4. Monitor search engine rankings. “Go home and type ‘Splenda’ in your search engine,” she said. “The third [result] that comes up is a link [to a page that says] Splenda is dangerous. They have a brand-perception problem. Make sure you don’t.”