New Guidebook Gives Nonprofits Three Steps to Understand Donors and Fundraise More Effectively

GuideStar and Hope Consulting have released their new guidebook, More Money for More Good, dedicated to helping nonprofits improve fundraising, increase effectiveness and better engage with current and potential donors and funders. Based on research of over 6,500 donors and foundation grantmakers, More Money for More Good gives nonprofits three steps to provide donors clearer, crisper information in terms of impact and performance, in the methods and on the channels that donors prefer.

“A decade ago, nonprofits were very focused on being transparent about their activities and financials,” said Bob Ottenhoff, president emeritus of GuideStar and co-author of More Money for More Good. “People expect more now. The research proves that donors want to make sure their hard-earned money is going to the nonprofits that are doing the most good. Our new guidebook is a free resource to help nonprofits learn how to better communicate that impact and engage with donors and funders.”

More Money for More Good provides actionable tips that can help nonprofits develop and sustain meaningful relationships with their donors, such as:

  • How to identify and prioritize target audiences among six donors types
  • How to appeal to the target audiences’ core values
  • What tools can help nonprofits communicate their story and impact in an simple fashion

More Money for More Good is available for download (free registration required). The authors will be presenting a GuideStar webinar on Tuesday, October 9, at 1 p.m. ET. To register, please visit

About: The Money for Good II project was made possible through the support of the Bill & Melinda Gates Foundation, the William and Flora Hewlett Foundation, and Liquidnet. Both qualitative and quantitative research was examined across three audiences: individual donors, persons who advise donors on philanthropic decisions and foundation grantmakers.