Whether you call them watchdogs, raters or evaluators, they and their constituents are watching you.  Why should you care?  Because individual and institutional investors (funders, if you prefer) care and they are increasingly utilizing nonprofit watchdog / evaluation sites to validate their decisions about where to place their investments.  The watchdogs are evaluating your organization based on information you provide in your IRS 990 filings and on your own website. They are assessing how transparently you report your progress and how easy it is for them to find the information about you that they are seeking.  

Both individuals and institutions seeking information about nonprofit organizations (NPO) are increasingly reliant on internet and social media resources, including the websites of specific NPOs and so-called “charity watchdogs” (e.g. Charity Navigator, GuideStar), to help them make or validate giving decisions.   

Many nonprofit leaders view the watchdogs as a nuisance or even harmful. Unfortunately, they may choose to ignore them and their potential influence on current and potential donors.  We believe you do so at your own peril. The plain truth is that these rating organizations may already be affecting your ability to raise the revenue you need to support and grow your mission whether you choose to engage with them or not.. 

MASST's proprietary Charity Watchdog Review provides an economical way to understand and take ownership of your Charity Watchdog Profile to enhance your online presence and increase the likelihood that donors will choose to support your mission.