New Guidebook, More Money for More Good, Gives Nonprofits Three Steps to Understand Donors and Fundraise More Effectively

Guidebook Based on Landmark Money for Good II Research
Release date: September 25, 2012

More Money for More Good
Bob Ottenhoff
Bob Ottenhoff
Greg Ulrich
Greg Ulrich

Washington, D.C.—Just in time for the holiday giving season, GuideStar, the leading source of nonprofit information, and Hope Consulting, a strategy consulting firm, today announced the release of 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."

Many people are struggling to make ends meet, and nonprofits are dealing with ever-dwindling sources of funds even as demand for their services is growing. It's vital that hard-earned dollars go to the nonprofits that are best at achieving their objectives.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

"Money for Good II shows that we can potentially move $15 billion to those nonprofits that deserve it most," stated Greg Ulrich, director of Hope Consulting and co-author ofMore Money for More Good. "More Money for More Good is a great resource to boost nonprofits' overall performance and meet the demand in the marketplace for information that addresses donor and foundation needs."

More Money for More Good is free and available online. Hard copies are available in a limited supply. To download the guidebook or request a hard copy, please visit The authors of More Money for More Goodwill be presenting a GuideStar webinar on Tuesday, October 9, at 1 p.m. ET. To register, please visit

About Money for Good II

The Money for Good II project was made possible through the generous support of theBill & 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. The results of the research as well as a press release, a tool kit for foundations, infographics, detailed presentations on all the findings, and more can be found at

About Hope Consulting

Hope Consulting ( is a strategy consulting firm with a social sector focus. We bring together deep customer insight capabilities with top-tier strategy experience, powerful analytics, and experience on the ground in over 50 countries to help address the important issues facing our world today. We focus in four areas: effective philanthropy; impact investing; international development; and corporate strategy. Our work has attracted attention in the New York Times, theEconomist, and other media outlets.

About GuideStar

GuideStar,, connects people and organizations with information on the programs and finances of more than 1.8 million IRS-recognized nonprofits. GuideStar serves a wide audience inside and outside the nonprofit sector, including individual donors, nonprofit leaders, grantmakers, government officials, academic researchers, and the media.

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Lindsay J.K. Nichols
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