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June 2015 » Charity Navigator and GuideStar
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Susan B. Anders, PhD, CPA, CGMA
Nonprofit organizations represented more than 5.4% of the U.S. gross domestic product (GDP) in 2012, and charitable giving increases with economic recovery (Brice S. McKeever and Sarah L. Pettijohn, “The Nonprofit Sector in Brief 2014: Public Charities, Giving, and Volunteering,” October 2014, http://www.urban.org/research/publication/nonprofit-sector-brief-public-charities-giving-and-volunteering-2014). Stockholders typically closely follow the performance of their equity investments, but not many consider that contributing to efficient notfor-profit organizations can maximize the results of their charitable gifts. Likewise, not all not-for-profit organizations consider how their publicly available information attracts donations or how they can use it to compare their performance to competitors.
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