Nonprofit watchdogs: Do they serve the average donor?
Article first published online: 7 JUN 2011
© Wiley Periodicals, Inc.
Nonprofit Management and Leadership
Volume 21, Issue 4, pages 381–397, Summer 2011
How to Cite
Cnaan, R. A., Jones, K., Dickin, A. and Salomon, M. (2011), Nonprofit watchdogs: Do they serve the average donor?. Nonprofit Management and Leadership, 21: 381–397. doi: 10.1002/nml.20032
- Issue published online: 7 JUN 2011
- Article first published online: 7 JUN 2011
Nonprofit watchdog organizations—organizations devoted to rating the accountability and transparency of nonprofits—claim to serve donors who are selecting which nonprofits to support. However, using three waves of the Harris Interactive Donor Pulse, we found that the overwhelming majority of donors (77.6 percent) do not consult these online intermediaries when making donations. Those who do are likely to fall into one of two groups: donors who give large sums of money or donors who are engaged in advocacy. We conclude with conceptual and practical implications.