Today, with information at our fingertips and people seeking more accountability – from business and nonprofits alike – it is critical to know the criteria people are relying on to judge your organization and the work you do.

There are several charity watchdog websites that donors use to learn about how nonprofits are governed and how they allocate their funds. Because your nonprofit is supported by the public, the public has the right to know.

Different websites provide different information and draw conclusions in different ways using the information provided.
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​Click here to learn more about Charity Watchdog Groups.

In this article, we focus on one of the most influential ones, GuideStar by Candid.

GuideStar is primarily an information source, providing a searchable database of nonprofit 990s and additional data on over 2 million nonprofit entities. It provides donors with a way to learn more about your organization and compare your financials with other, similar organizations.

Nonprofits can also opt to provide additional information on their finances and impact to be awarded a "Seal of Transparency".

Depending on how much information your organization chooses to provide in your profile, it will be identified by a particular Seal of Transparency (bronze, silver, gold, or platinum) that helps prospective donors understand your organization better before potentially making a donation.

Research has shown that nonprofits with a GuideStar Seal average 53% more in contributions.

Creating a GuideStar profile with enough information to earn a seal, and - more importantly, keeping it updated - can benefit your organization in many ways. Some of these benefits include:

Creating a GuideStar profile is free, easy and provides your organization with clarity and credibility that you can share with donors and other interested stakeholders.

For more information, visit the Candid website and consult your legal and financial advisors.