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NewOnlineSitetoFunctionasaYelpforGrantMakersTheChronicleofPhilanthropy
ARTICLE
DECEMBER 10, 2015
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GreatNonprofits which since 2007 has been posting reviews and ratings of charities by
donors, clients, volunteers, and employees is building and hosting the GrantAdvisors
site.
The projects backers hope the effort will improve philanthropy in the same way that
other review sites have kept businesses on their toes. Ms. Ni points to an academic study
that found ratings of Irish hotels on TripAdvisor improved over a two-year period as the
hotels responded to a growing number of reviews.
Jon Pratt, executive director of the Minnesota Council of Nonprofits, says participants at
the councils annual conference in October were enthusiastic about the GrantAdvisors
concept. About 90 percent of 200 people who attended a session that discussed it said they
would use the service, and about 70 percent said they would contribute to it.
Us Versus Them Concerns
With the potential to win a $250 Amazon gift card, more than 145 people have since
answered a GrantAdvisors survey anonymously about the 20 most active grant
makers in the state, including heavyweights like the Bush, Cargill, McKnight,
Minneapolis, and Target foundations.
The survey asked open-ended questions ("If you could change one thing about the
fundraising process with this funder, what would it be?"); factual ones ("What types of
grants does this funder provide?"); and whimsical ones ("If this funder were a Hollywood
movie, what genre would it be?," with possible answers including "horror film," "feelgood buddy flick," and "comedy of errors").
Mr. Pratt says that about 60 percent of the reviews, which have not yet been published,
were positive and the rest neutral or negative.
Dominick Washington, communications director at the Bush Foundation, says his
organization strongly encourages feedback from grantees, grant applicants, community
members, and others, and GrantAdvisors will provide "additional data points." However,
he says he told Mr. Pratt: "I hope this doesnt become a slam book where people pile on a
foundation."
He says his organization awards 50 percent of its money in open competitions, such as the
Bush Fellowship Program and the Bush Prize for Community Innovation. "A lot of people
apply. A lot of people are obviously disappointed that they didnt get a grant."
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Mr. Washington says he favors more conversation between nonprofits and foundations
but worries that a public forum like GrantAdvisors could harden the "us versus them
dynamic." He also questions whether foundations can be compared with hotels. "The
hotel needs to be a place that a broad swath of people want to go to," he says. "Many
foundations have the luxury of being very particular about what types of organizations
theyre working with."
Both the Minnesota group and CalNonprofits have held focus groups of nonprofit
fundraisers and others to get feedback on how to design a successful site one that is not
a magnet for vindictiveness, on one hand, or flattery, on the other.
"We dont want to be attack dogs," says Sheila Bayle, a fundraising consultant who
attended a focus group in St. Paul last summer. "Im a big believer in framing it in a
positive way: Were trying to change the world here and we need your help to do it because
you are a barrier."
But Ms. Masaoka says focus-group participants in California surprised her by saying that
all reviews should be anonymous to avoid the opposite problem: using the opportunity to
curry favor with remarks like "Oh, my God, theyve got the greatest people, theyre got
their priorities right."
Guidelines in Development
GrantAdvisors says it will publish feedback publicly once it has collected 10 reviews on a
foundation. Grant makers will be able to respond to reviews on the site, but the project
leaders haven't yet decided whether there will be a chance to see the comments before
they are posted, Ms. Ni says.
The site will post community guidelines for appropriate speech similar to those that
appear on other online review sites (banning threatening, discriminatory, or pornographic
comments, for example) and set up a system for deciding whether to remove "borderline"
comments at a foundations request, Ms. Ni says.
One grant maker has opened its pockets to support the cause. The Peery Foundation, a
family foundation that awards grants to youth and family programs in the San Francisco
Bay Area, last year committed $100,000 over two years to help GrantAdvisors build up the
project.
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"Considering how nonprofits have always been under the microscope, I always joked with
Perla [Ni] that she needed to start something that rated foundations, and that wed be
happy to be guinea pigs for such an experiment," David Peery, the managing director, said
in email.
The foundation wanted to help level the playing field "between fundraisers (who are so
regularly assessed and reviewed) and funders (who are seldom accountable to anyone
external regarding their performance)," the executive director, Jessamyn Shams-Lau,
added.
Besides Minnesota and California, the project is rolling out in Washington State. Vu Le,
executive director of the Rainier Valley Corps and author of the popular blog Nonprofit
With Balls, has been asking participants at executive-director happy hours in Seattle to
fill out paper surveys about state grant makers. They can now review a list of foundations
online.
Mr. Pratt says GrantAdvisors will eventually also seek feedback on government funding
agencies.
Ms. Masaoka recalls dealing with a program officer who would ask her to buy Mary Kay
cosmetics during phone calls to discuss her grant proposal. GrantAdvisors will give
fundraisers a way to let foundations know about inappropriate behavior like that, she
says.
"When foundations hear feedback, they get better," she says.
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