and welcome to Boost your year fundraising

with a Bronze Seal on GuideStar.

Hi there, my name is Eva Nico,

and I will be your speaker
and host for today’s event.

Thank you so much for joining us.

Today, we will be helping you
claim your GuideStar profile

and earn a Bronze Seal of Transparency

in five minutes or less.

It’s an ambitious promise.

So we’re going to move pretty
fast through this event.

Again, my name is Eva Nico.

I’m a senior leader at Candid

and I really have the
power and the privilege

of helping nonprofits connect directly

with their GuideStar profiles.

We have over 75,000 organizations

who have earned a Seal of
Transparency on GuideStar,

and it’s becoming a one of the
most broadly accepted symbols

of good practice in the sector.

So thank you for joining us
today and let’s get going.

First, I’m not here alone.

And because this is a short event,

there are a couple of
colleagues who are joining me

and making sure that it runs smoothly

and that you get the help that you need.

So Chris Bunting is helping
with the technology and polls

and then Dorothy and Kristen

will be answering your
questions throughout this event.

Because it’s only 30 minutes

we won’t be taking questions at the end,

instead, please submit them

through the questions and chat panel

throughout the webinar

and Kristen and Dorothy will be giving you

some of the answers that you need.

As we mentioned in upfront,

yes, this is a recorded presentation.

So if you miss some
information or some detail,

you will be getting a
recording of this event

in the next 48 hours.

So I want to first say very
briefly who we are as Candid

if you don’t already know us.

In 2019 Foundation Center and GuideStar

joined forces to become Candid,

a 501 C3 nonprofit organization.

Every year, millions of nonprofits

spend trillions of
dollars around the world

and Candid finds out where
that money comes from,

where it goes and why it matters.

Through research,
collaboration and training,

Candid connects people who
want to change the world

with the resources they need to do it.

Candid’s data tools and
non-profits foundations and grants

are the most comprehensive in the world.

Now Candid is not just a lofty mission,

it’s actually real people
helping real people.

So what I want to do for a
moment is welcome some members

of the Candid support team

who work every day to
answer your questions

when you come to us at GuideStar.

So we’re all gonna come on
camera just for a minute

and I’ll stop sharing screen.

And you see lots of very friendly faces

pop on screen, I hope,

to let you know that
really we’re here for you.

Whether you have a
question today or tomorrow

you come to GuideStar,
there’s a little chat box,

you can email us.

And there are folks every
day who try to help you

with what you need.

So thank you so much folks,

and they’ll pop on one
more time at the very end

’cause we have a special
kind of bonus activity

we’re doing today,

but thank you so much for joining us.

Well, without further ado,
let’s talk a little bit about,

I’ll start sharing screen again.

There we go.

Here we go.

We try to be direct.

So we communicate clearly and directly,

which is why I’m going to
jump straight into the agenda

and who is eligible for
earning a Seal of Transparency

on GuideStar in the first place.

I want to make sure that
you’re in the right place

to benefit from this session.

So first, who is eligible?

If you are a nonprofit that
is registered with the IRS

and has its own EIN,

which is the Employer
Identification Number,

you can already find your
profile on GuideStar.

It’s likely a fairly bare profile,

but you can already find a
basic profile on GuideStar

and you are eligible
to earn a Bronze Seal.

If you are a nonprofit in
the process of registration,

and you’ve got your letter of
determination from the IRS,

you can come to us and have
a profile created early.

And then finally,

if you’re an organization that’s
part of a group exemption,

so you have a parent
organization, for example,

the United Methodist Church

who considers you one of
its subordinates or members,

and they have an exemption from the IRS.

Then again, you can also have a profile

and earn a Seal of
Transparency on GuideStar.

So I don’t want to waste your time.

So if you don’t meet
one of these conditions,

for example, you’re a
fiscally sponsored project

or you’re an international organization

that’s not registered
with the IRS at this time,

this session will be actionable for you

at this moment in time.

Now for the rest of you
who are in the right place,

let’s get into what
we’ll be talking about.

In this session, I’m going
to very briefly cover

how fundraising and Seals connect.

We’re gonna talk about how to
claim your GuideStar profile.

We are going to show you how
you can own your Bronze Seal

in about five minutes

and also what the next
step might be beyond that.

Finally, I’ll let you know
how you can get more help

if you need it after the event.

So fundraising and Seals of transparency,

what you might be wondering,

how are these two things connected.

We do our own research and
tracking about how Seals

and fundraising are connected,

but we also look at what others have done.

And in particular research
about donors and giving.

And give.org is a great
source for understanding

the connection between
trust and donor giving.

And in their most recent report,

they showed that a
nonprofit’s accomplishments

are the number one signal
donors use to decide

if a charity is trustworthy.

It’s then followed by other
signals of credibility

like third-party evaluations
or name recognition.

Interestingly, in their latest report,

give.org also shows that financial ratios

while still important have
been actually declining

in importance.

So that’s a good sign.

It’s not just about
those financial ratios,

that overhead ratio.

And throughout this
survey give.org also shows

that some of the reasons that
donors mistrust nonprofits

are greed and high compensation
and negative reputation

and the lack of honesty and transparency.

So transparency is important to donors

and a Seal of Transparency
helps you in two ways.

Number one,

it is a very tangible demonstration

that you’re in fact
practicing transparency,

and number two, in addition to
being a very concrete signal

by earning a Seal, you’re
actually providing donors

with the critical
information that they need

about who you are as an organization,

your basic information, your
programs and your brand,

your financial and people information

and then finally your accomplishments
at the Platinum level.

  The Top Charities in the World

Now I’m a little bit of a skeptic.

I have a PhD in physics

and I consider myself kind of a data nerd.

So does transparency actually translate

to more contributions?

There has been a study done

by independent academic researchers,

Dr. Harris and Dr. Neely,

who showed that in fact
greater transparency

does translate to more in contributions.

So they showed that organizations

that had a Seal of Transparency,

a year later, they saw a larger,

a larger amount of contributions

than organizations that did not.

And this effect was
statistically significant.

And it was a fairly large effect.

For the 6,000 organizations
that they looked at

there was a 53% increase.

Now, again, I mentioned
that value of being direct.

So let me be very clear,

this does not mean that
your nonprofit will get

a 50% bump in contributions in a year.

I can’t promise you that.

There are no statistics
of the individual case,

but what it does show is that

more transparent organizations
do receive on average

more in contributions

and demonstrate that they
are stronger organizations

worthy of support.

So in summary, what are the
benefits of having a Seal?

Well first, it is a way to
build a trusted identity online

and it is for free.

So you don’t have to pay any fee

to earn a Seal of Transparency.

It does increase your
visibility on GuideStar

and with our partners.

And I will say a little
bit more about that.

And of course it gives donors

the critical information they need

all in one place in a standard format.

Now, what many of you may,

many of you may know GuideStar,

but you may not know that
the data from your profile

actually goes to a number of
other organizations as well.

So it goes to some of the very
large kind of tech platforms.

It is shown within the account area

for some of the largest donor
advised funds in the US.

There are many other giving platforms

that are powered with kind
of a backbone of information

from GuideStar.

And obviously we are a
place where media comes

to look for information about nonprofits.

So while you’re contributing
this information

to your GuideStar profile,

a lot of it goes to other
places in these other platforms,

so that you really have even more benefit

from doing this in the first place.

Now you might wonder,
what does this look like?

You know, your whole profile
doesn’t necessarily go

to all of these partners.

Some of them take a slice
of this information.

So for example, here’s Amazon Smile

who will obviously reflect your
current name, your location,

your mission statement, as
well as some of your programs

within their giving experience.

On Fidelity on the other hand,

a donor can look up an organization

and directly see your
whole GuideStar profile

within their account area.

So they might have access
to all that you contribute

to your profile.

So that’s a little bit about the why.

Let’s jump into the how.

So first, I want to say a little bit

about client claiming
your GuideStar profile.

So you do need to first
connect to your profile

and be able to access it.

Next, we’ll talk a little
bit about how to update it.

And then finally you want to make sure

that you actually publish your information

because that’s what makes it official.

That’s what makes it publicly available.

Now, before we jump into the steps,

I love to do a very quick
poll around this access step.

So my colleague, Chris,
will launch a quick poll,

a very quick, simple poll for you.

Do you already have access

to your organization’s GuideStar profile?

And you can say I do, I
don’t or I don’t know.

So Chris, would you mind
starting off with the poll?

– [Chris] Absolutely. Eva, of course.

In true cooking show fashion my

computer froze for the
exact moment you asked me,

but I am launching it right now.

– No worries.

– [Chris] So it can now
be available to everyone,

you and I’m already seeing people voting.

So thanks for bearing with
me for just a moment there.

And we’ve got quite a mix so far,

so I’ll give everyone
another 20 seconds or so

to vote if you haven’t already.

– Ooh, I see those votes
coming in fast and furious.

Thanks everyone for participating.

This will help me a little
bit in allocating my time,

making sure that I cover
what needs to be covered.

– [Chris] All right.

I’m gonna go ahead and close that poll

and share the results.

So leading in with about 50% of the room,

we have 50% said I do,

followed by 35%, I don’t
know, they’re not sure.

And 15%, I don’t.

– Got it.

Okay. Well, that’s really helpful.

So, let me cover kind of how to get access

if you don’t already have one.

And if you do then you’re ahead and we’ll,

we’ll just do that.

So let me go off camera for a minute

and back onto sharing my screen.

Go. Wonderful.

Okay. So claiming your profile is easy.

First, you do need to create
an account on GuideStar itself.

I mean, at a very simple level,
we need to know who you are.

And what I recommend is that you

as much as possible register
with your work email address.

So if you have a work email address,

that is the fastest way to make sure

that you can claim your profile.

If you don’t, don’t worry.

We’ll talk about that as well.

But if you do have a work email,
that’s the best one to use.

When you come to us at GuideStar,

you can navigate to
update nonprofit profile.

There’s a little, at
the top of the screen,

there’s a little navigation bar,

and you’ll see this page
that says get started now.

So you’ll want to click on that

and that’s gonna to take
you through the registration

and the claiming process.

Now, again,

the fastest is when you come to register

to register with your work email,

but if you don’t have a work email,

you can still submit a claim request,

and we will need to ask you

for some additional documentation.

And I’m showing two of the
documents that we accept

as proof that you are
associated with the organization

whose profile you want to claim.

So those two documents are
the IRS, EIN issuance letter.

So when the IRS first issues
your organization and EIN,

or the IRS letter of affirmation.

Now I have to admit my first thought

when I looked at these documents is,

wow, they look really similar.

So, I’ll just say that
what we’re looking for is,

you know, this kind of language
around applying for an EIN

and we have assigned you an EIN.

So that’s the language we’re looking for

at the top of the letter.

  Wealth Strategy

And then there is another letter,

the letter of affirmation that
says, you know, thanks for,

this is in response to your request

for a letter of affirmation.

And, you know, here it is
that we’re granting it.

And the reason I spend a
little time on this is because

the other very common document
that we get from folks

is the letter of determination.

And that’s the letter that we tend to get

when we ask for the other two documents,

unfortunately we can’t accept
a letter of determination

and the reason is not to
make your life harder,

but because it is actually
a public document.

So anyone can go to the IRS website,

download your letter of
determination and come to us and say

I’m with such and such organization.

So we can’t accept that

because it is already a public document.

So typically your finance person,

your executive director,

you know, your accountant

might have one of the letters
that we’re talking about

that is kind of proof
of the EIN being issued

or the letter of affirmation.

The letter of affirmation can
obviously also be requested

from the IRS directly.

So we do our best to
validate your connection,

using your email address and your domain.

And that’s our first choice.

And then secondarily, we
ask for some documentation

that only someone belonging
with a nonprofit will have

in order to make sure that
the right profile gets claimed

by the right person.

So let’s talk about getting
to that Bronze Seal.

After you’ve claimed your profile,

essentially, you come in

and you provide some of the
required information for Bronze.

Bronze is really simple.
It’s very basic information.

You will need contact information
for your organization.

You will need to say
where donations should go.

So for example,

if you have a different address

where the donation checks should go,

there’s a place to indicate that.

If it’s the same as your main address,

you can also say that.

Next, the very basics of your mission,

and some keywords associated
with your mission.

And then finally,

we’ll be asking you for
very basic information,

just the name of your leader.

So that’s all that you’re going to need

in order to get a Bronze Seal.

This is information that
you should not have to

ask someone else for.

You should already be able to,

you should already know it.

So I wanted to actually take a moment

and navigate to the experience

and show you kind of how
this happens on GuideStar.

So I’m going to,

you know, navigate away
from the PowerPoint

and actually kind of from
the very first steps,

show you what this looks like.

So that when you come to do
it, you’ll be very familiar.

Oh, well, that’s my Gmail.

So you don’t need to know
about that, but here we go.

So, okay.


Okay, here,

just by typing in Google
or in the Google search,

here I am GuideStar.


I am already a manager
for some nonprofits,

but if I wasn’t,

I would click this top button,
update non-profit profile.

And this is exactly the screen
that I showed you that says,

you know, get started
now, claim your profile.

So what I’m going to do is
I’m actually going to sign in,

cause I’ve already created an account

and I’ve already, you know,

I’m already someone
who’s known to GuideStar.

And then what I’m going to do is

to click on update nonprofit profile.

And after you’ve successfully claimed

your organization’s profile,

when you click this button,

you’ll see a list of the
organizations that you manage.

So I manage profiles for
GuideStar, Bright Star for Good

and Candid.

And I want to show you

kind of what the Bronze
experience looks like

within the Candid profile.

Now this is a live Candid profile,

so I’m not gonna mess with it too much,

but I wanted to show you when you come in,

there’s a welcome screen

that just gives you a quick overview

of information about your organization.

So here we see that Candid is
at the Platinum Seal level.

And I want to point out to you that

if you have others helping you with this,

you can actually assign

additional profile managers yourself.

So let’s say you’ve gone
through the claiming process,

you’ve sent us the documents,

now you have the power to
add additional managers

just by clicking update and
providing an email address.

So that’s something I encourage you to do

after you go through the claim step.

Next, I want to show you very quickly

that, you know, it’s pretty easy to see

kind of what’s needed for
what Seal of Transparency

and of course we’ll want to
focus on the Bronze Seal.

So on the update page,

you’ll see an overview of the sections

that are required for each Seal level.

And I’m going to click
into the Bronze section

just to show you exactly
what this looks like.

So it’s essentially a set
of questions that we ask.

What’s your organization’s name?

Clearly, that’s already pre-populated

because this profile already exists.

What’s your mailing address?

That’s Candid’s mailing
address in New York.

What is your organizations
main phone number?

And then there’s additional
numbers you can put in,

but you don’t have to.

Does your organization
have a website? We do.

So we’ve noted that here.

And then who is your primary contact?

So that’s the contact information.

Do you have a fundraising contact?

If you don’t have one,
you can unclick that

and you just, simply that disappears.

If you do have one, then you can add that.

And then where should
people send donations

to your organization? Your donation info.

So again, this is just
to double check that if,

you know, where do you want
these potential donations to go?

So for example,

our donor advised fund partners
in some of these platforms,

look at these address,

look at this address

when they’re thinking about
processing a donation.

And you can simply say, it’s
the same as my main address,

or if you have a different one,

you can indicate that as well.

So let’s talk about the
last couple of components.

The mission is very simple.

It’s just, what is your
organization’s mission?

You simply enter that as a text field.

And then I want to say
a little bit more about

what these little tags are.

So we ask what subject areas best describe

your organization’s work
and that can be up to five.

And then what target populations

best describe who you serve.

These are important codes
that you add to your profile

because these codes help
your organization be surfaced

in search results,

essentially, they help
your organization be found.

So when you interact with this, you might,

  How to Find the Community Foundations Funding Nonprofits

you can just simply click in this field

and you’ll see kind of a full menu

of different kinds of codes.

But what I suggest to you that

if you’re an education institution,

then you start typing education

or not mistyping it of course.

And then the relevant codes
will start popping up.

So you can just select from there.

For example, if you’re
doing arts education,

you can click and select on that one.

So I do recommend that
you choose, you know,

five of these codes,

again, to as well as possible

kind of help your organization be found.

And the same for target populations,

you can simply look for, you know,

there are different
groupings of populations

you can indicate by age, by
ethnic and racial groups,

family, relationships, health,
you know, religious groups.

There’s kind of a number of items here.

If you really serve everyone,

or if you consider
yourself serving everyone,

then I would suggest you
choose adults and children,

and that that might
reflect your organization

the best at that moment.

And then if there are other
keywords you want to enter,

that’s up to you and
you can do that as well.

And then finally,

Bronze concludes with who
leads your organization.

And really the minimum
field when you first come in

will be first name, last name, that’s it.

But if you would like,

you can add more information
in terms of, you know,

the title that your leader
goes by or a short bio

or whatever you’d like,

but in terms of requirements,

it’s just the first
name and the last name.

And after you do that,

we go to the all the
important published step.

So you click publish and what this will do

is it will navigate you to
the confirm and publish page

where you’ll need to accept
the terms and conditions,

as well as say that you’re
providing accurate information.

You can also set some donation permission.

So allowing your organization
to receive donations

through third parties like Amazon Smile,

like Network for Good, like others.

And then you have the option

if you have earned a Bronze
Seal to add a donate button

on the GuideStar profile itself.

And so here’s where you
indicate those things,

and then when you’re done,

this button will become activated
and you can publish now.

So I just wanted to make sure
that I showed this to you

because I think it will really help you

be very comfortable when you come in

and be able to get through
this process very quickly.

So let me finish up here.


we already talked about the publish step.

Next after Bronze obviously
you can go for Silver.

So the Seals are kind of
like what the Olympics

you have to get, you know,

past Bronze in order to get Silver.

For Silver, what you
need is two key elements,

your information about your programs,

and then a little bit of information

about your organization, like
your logo and your tagline.

That really helps you show up well,

particularly in mobile
giving applications.

And then after that,

there’s obviously Gold and Platinum.

And for Gold,

I’ll just say that it takes
a little bit of preparation

’cause you’ll wanna make sure
you have your financials.

And then you also wanna make
sure you have your board list.

And then finally, there’s
a question in Gold

about the demographic,
how your leader identifies

in terms of their demographics,
their race and ethnicity,

their gender identity,
their sexual orientation

and their disability status.

We do strongly suggest that
you do this with respect.

And so we provide a guide that you can get

in the Gold section

that essentially says how
to ask these questions.

And then for any

that the leader does not
feel comfortable sharing

there is an option to decline to state.

So after that, you’re ready
to get the outreach toolkit,

you know, have your Seal which
you can put on your website

or put in your communication materials.

So once you,

once you achieve your Bronze level,

you will see in the benefits tab,

you know, a toolkit for
those communication materials

so that you can celebrate your success.

So with only about one minute to go,

I just want to one more time

indicate that we are here to help.

I really appreciate my colleagues

for helping this event run so smoothly.

Thank you, Chris. Dorothy, and Kristen.

And I want to say how you can contact

those wonderful team members
that you saw on screen.

And you’ll see again, in a
moment just after this webinar.

So you can simply email
us at [email protected]

And we suggest that you put
Candid webinar in the subject

so that they will be especially attentive

to your message after this event.

And I will again stop sharing for a moment

and just let folks come in
on screen one more time.

And I just wanna say from the heart,

like a big thank you to this team

who really works tirelessly
every day to help folks

with whatever questions they have,

even if they have nothing
to do with the profile,

they’ll find you with the
right person to talk to.

So I just wanna say thank you to them.

Please do reach out to them.
They’re here for you as well.

I’ll let them wave and say goodbye,

and they’ll be waiting for
any questions you might have.

And then I’ll finish us
out with just a quick,

you know, please do
reach out to us anytime,

there’s also a help center
that you can access.

And then please join us
for future training events.

So we have a self paced course

that is about digital storytelling,

and you can do that on your own time.

And it really helps you
think about what it is

that you share with your digital campaigns

and on your profile.

And then finally there is
another webinar that’s coming up.

I’ll actually,

I’ll go off screen to make sure you’re

seeing the information.

So there’s a self pace course,

and there is a webinar

that’s about delivering
extraordinary fundraising

in extra ordinary times.

And it is a webinar
that’s freely available.

There’s a sponsor who has
generously supported it,

and this is certainly
an extraordinary time.

So it’s a great event
coming up on June 16th.

You can learn and
continue to follow us here

and stay connected with us.

And again, I want to say thank
you for joining us today.

I hope that this was helpful to you.

Please reach out to [email protected]

if you have additional questions

and thank you for joining.