New Survey Gets to the 'Heart of the Donor'

“Only 28 percent would opt for efficiency over effectiveness,” McIntyre says.

“Nonprofits are under relentless scrutiny for their fundraising costs,” she adds. “The questions on costs tell us that what donors want more than anything else is value for their money. Spending money on salaries is fine, as long as your leaders are effective. If you spend more on fundraising, it’s fine as long as it effectively raises more money for the work.”