US nonprofits are pretty much market-driven entities. If institutional or individual donors are moved by a nonprofit's mission and generally convinced that money won't be misspent, a gift will be forthcoming. It is from this reality that Charity Navigator was born to help inform prospective donors.
And, at least according to Charity Navigator in the New York Times, donors have been better informed. But, as the article points out, consumers are better informed by one particular lens only -- how much of a nonprofit's money is being spent on program versus admin. Although I beleive that this information has provided an improved basis for a go/no go gift, it is still only one piece of the puzzle when determining if your gift will be effective. While spending priorities count, the impact of the dollar spent is more meaningful than the precise use of dollars. Embracing this understanding, Charity Navigator is planning to adjust what it reports to include some idea about impact.
But I wonder if Charity Navigator is in a position to tell the impact story of the nation's nonprofits. Doesn't this mean that the organization would need some kind of huge annual survey to make this work? And, is such a survey possible? After-all, the IRS sort-of has this kind of survey and while it still may be early, there's not a lot of evidence that we all know better what impact nonprofits are having.
This of course leads to a more important reality. Generally, nonprofit boards do not fully understand what it means to be results-focused. As much as we are trying to help by starting with results-focused strategic plans, I'm not quite sure we as an industry have even agreed on how to talk about results.
So to Charity Navigator I say: at minimum, you can't do this alone. I think you need panels and panels of nonprofits and other experts to help think about what it will mean to report results in a way that makes for better informed donors across the industry.
But first we need nonprofit boards to embrace a results-focused approach.