America's Charities Consolidated Annual Report - page 19

investments and sustainable revenue by achieving
higher levels of performance and demonstrable impact
in addressing critical needs.
Who’s Seeking Impact?
Two research reports published in 2013 highlight the
transformation of donor expectations. The
“Today’s savvy consumers expect companies to
drive positive societal change both inside and
outside their workplace walls.”
One of the guiding principles outlined in the
report is for companies to “provide ongoing and
transparent proof of individual and collective impact.”
Furthermore, “to foster and maintain trust and deep
engagement, companies must communicate not
only the extent
 to which corporate commitments to
cause are having traction, but also specifically how
consumer participation, from dollars donated to hours
volunteered, will create measurable impact.”
This demand is not going away. The next generation of
donors and philanthropists known as Millennials are at
the forefront of seeking impact.
highlights the same theme:
“Millennials are consistent in their desire to see
how dollars translate into people helped. They want
their contributions, no matter the type or amount, to
help achieve tangible results for a cause.”
To better understand the transformation of donor
expectations, we’d like to borrow a phrase we first
heard from Bob Ottenhoff, former CEO of GuideStar
and now CEO of Center for Disaster Philanthropy
— ‘the age of assumed virtue for charities is gone’.
This fundamental shift places the onus squarely on
nonprofit organizations to find ways to demonstrate
they are performing efficiently and effectively, they
are accomplishing the goals and have measurable
outcomes and, thus, they are worthy of donor
“America’s Charities sees itself at
the important nexus of nonprofit
performance, donor expectations and
workplace giving programs.”
Corporate social responsibility also means more
than writing a check. As Alison DaSilva of Cone
Communications said in her recent CSRwire Talkback
“Today’s savvy consumers expect companies to
drive positive societal change both inside and
outside their corporate walls, from developing new
products and partnerships to instituting operational
launched the
and published an
open letter to put an end to evaluating charities by their
‘overhead ratio’:
“The experts have spoken: the percent of charity
expenses that goes to administrative costs—
commonly referred to as ‘overhead’—is a poor
measure of a charity’s performance.”
This initiative is designed to shine a light on the
‘overhead myth’ of viewing a charity through the
very narrow lens of their overhead and administrative
costs and “correct the common misconception
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