ProSpeak: What Americans Really Need to Know About Charities
... and how self-appointed watchdogs are muddying the waters.
1. Are we having a significant impact? Are we effectively addressing an issue or cause that is important to the potential donor? Do we do what we say we will with donated dollars, and do we have methods in place to measure our impact? Do we build houses? Feed the hungry? Rescue animals? Assist veterans? Simply put, the single most important factor for a potential donor to consider is whether an organization actually does work the donor wishes to support.
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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