The US Market Opportunity for Impact Investments and Charitable Gifts from Individual Donor and Investors
(Money for Good I)

Impact Investing Overview

Special Report on Donor and Investor Preferences for
Supporting Organizations Working Outside the US

Driving Dollars to the Highest Performing Nonprofits
(Money for Good II)
Summary | Full version

Money for Good I

Money for Good II

Presentation: What Foundations Want

GuideStar’s Infographic: What can Nonprofits Do to Increase Their Fundraising?

Presentation: Nonprofit Fundraising in Education Based on Money for Good

Own Your Own Copy of More Money for More Good

Based on the Money for Good II survey findings, authors Greg Ulrich and Bob Ottenhoff offer essential tips for nonprofit fundraising with impact.

More Money for More Good is available at cost in hard copy. Order here!

We have partnered with GuideStar to offer free electronic downloads. In one click, you can start reading the guidebook immediately. Start your download from here!

Tips For Individual Donors

GuideStar’s Infographic: Donors ARE NOT Doing Their Research!

News Release: Giving Season Coincides with New Research on How $15 Billion Can Be Moved to Higher-Performing Nonprofits (November 30, 2020)

Giving Special: Advice for individuals, relating the special nature of purchasing gifts to the important—and potentially as special—act of giving to charity.

Gateways to Impact

Our Broader Work

In early 2010, Money for Good first assessed the motivations, behaviors, and preferences of over 4,000 individual donors making over 10,000 donations. Results indicated that 90% of donors say that nonprofit performance is important yet only 30% do any research before giving, and only 3% specifically research to find a high-performing nonprofit to support. This report also revealed interest in impact investing and opportunities to grow the market for social returns. A second round of research in 2011 surveyed more than 5,000 individuals, 875 philanthropic advisors, and 725 foundation grant-makers to imagine ways of driving dollars to high‐performing nonprofits through respondents’ research preferences. Findings show that many donors do want information to inform their philanthropic choices, particularly on the effectiveness of nonprofits they have never before supported. But donors have specific desires and needs around what that information is and how it is delivered. Take action based on these surveys; help us enhance efforts to improve philanthropic effectiveness and the social sector overall.

Money for Good I Funders

Money for Good II Funders

• 2013
  • April

    • Berger, Ken. “Debating the Realities of Ranking Charities.” Editorial. Nonprofit Quarterly.
      5 Apr. 2013. Web.

      Schambra, William. “Charity Navigator 3.0:
      The Empirical Empire’s Death Star?” Editorial.
      Nonprofit Quarterly. 5 Apr. 2013. Web.

  • January

    • Molly Lyons, “How to give donors the information
      they need,” Arabella Advisors Greater Good Blog,
      Jan. 11, 2013

• 2012
  • December

    • Victor Luckerson, “How Nonprofits Can Use Data to Solve the World’s Problems,” TIME, Dec. 10, 2012.

      “In a Giving Spirit? Choose a Charity You Can Trust.” Indianapolis Recorder Newspaper. 6 Dec. 2012. Web.

  • November

    • Brady Josephson, “Millennials or Not, Your Website is Central to Success,” re: charity, Nov. 22, 2012.

      Greg Ulrich and Dvorit Mausner, “More Money for More Good Guest Blog,” Achieve, Nov. 13, 2012.

      Rick Cohen, “Study: What Do Donors, Foundations Want to Know about Nonprofits?” Nonprofit Quarterly, Nov. 09, 2012.

      Greg Ulrich, “But… Do Donors Want More Data on Nonprofits?” Markets for Good, Nov. 08, 2012.

      “5 Insights into Nonprofit Donor Engagement According to More Money for More Good Research,” Miratel Solutions Inc., Nov. 1, 2012

  • October

    • Lindsay Nichols, The Nonprofit Coach Radio Show features More Money for More Good at 10:40, Oct. 23, 2012

      Katya Andresen, “3 ways causes & cause marketers must show impact,” LinkedIn blog post, Oct. 17, 2012

      “Attracting New Donors to Support Your Nonprofit,” Nonprofit Bridge, Oct. 10, 2012

      Katya Andresen, “The top two reasons people donate to your cause,” Katya’s Nonprofit Marketing Blog,
      Oct. 8, 2012

      Frank Martinelli, “Resource of the Week,” Nonprofit Picks of the Week, Oct. 1, 2012

  • September

    • James Toscano, “More Money for More Good, More or Less,” The Good Counsel, Sept. 28, 2012

      Katya Andresen, “How to convince your donors that you’re effective,” Katya’s Nonprofit Marketing Blog, Sept. 28, 2012

      Nicole Wallace, “To Raise More Money, Talk About Impact, New Guide Advises,” The Chronicle of Philanthropy, Sept. 25, 2012

      News Release, September 25, 2020: New Guidebook, More Money for More Good, Gives Nonprofits Three Steps to Understand Donors and Fundraise More Effectively

      Ted Hart, The Nonprofit Coach Radio Show features More Money for More Good at 3:52, Sept. 25, 2012

• 2011
  • December

    • Bob Ottenhoff and Greg Ulrich, “How We Can Get More Money to Deserving Charities,” Chronicle of Philanthropy, Dec. 19, 2011.

      impactsp2, “GuideStar/Hope Consulting: Money for Good II,” Center for High Impact Philanthropy, Dec. 16, 2011.

      Greg Ulrich, “Donors Want More Information on Impact,” Bridgespan, Dec. 15, 2011.

      Kivi Leroux Miller, “The Info Donors Want from You,” Kivi’s Nonprofit Communications Blog,
      Dec. 12, 2011.

      Eleanor Goldberg, “Increase Charitable Contributions By Giving Donors More Information, Study Says,” Huffington Post, Dec. 8, 2011.

      Beth Kanter, “Money for Good Study: Sharing Information About Your Org’s Results Can Attract More Donors,” Beth’s Blog, Dec. 5, 2011.

      Katya Andresen, “How to Appeal to All Six Types of Donors,” Katya’s Nonprofit Marketing Blog,
      Dec. 4, 2011.

      Katya Andresen, “New Research: How to Reach Your Donor’s Heads Along with Their Hearts,” Katya’s Nonprofit Marketing Blog, Dec. 1, 2011.

  • November

    • Caroline Preston, “A Potential $15 Billion Windfall
      for Effective Nonprofits,” Chronicle of Philanthropy, Nov. 30, 2011.

      Lucy Bernholz, “Money for Good II,” Philanthropy 2173, Nov. 30, 2011.

      Bob Ottenhoff, “Encouraging Charitable Giving That Has Impact,” Bob Ottenhoff’s Blog, Nov. 29, 2011.

  • October

    • Laura Arrillaga-Andreessen, “Do You Give in the Dark? Some Scary Philanthropic Realities,” Huffington Post, Oct. 27, 2011.

• 2010
  • November

    • STEPHANIE STROM, “To Help Donors Choose, Web Site Alters How It Sizes Up Charities,” The New York Times, Nov. 26, 2010.

      “Faith, hope and charities,” The Economist,
      Nov. 11, 2010.

  • June

    • Caroline Preston, “Donors Value Charity Research, but Few Seek It Out, Report Finds,” The Chronicle of Philanthropy, June 2, 2020.