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« The Dalio Family Foundation Honors the Spirit of Christmas with Charitable Giving Advertising Campaign | Main | A Tip for a Soggy Newspaper »

December 11, 2007

Comments

Elie

I disagree that "with resources like Charity Navigator, a potential donor can see beyond the buzz and know whether a charity is worthy of a contribution."

Charity Navigator only looks at the % of an organization's expenses that go to "overhead" vs "programs" and Charity Navigator doesn't tell you anything about what the charity's programs actually are and how well they work. To assess a charity's effectiveness, donors have look at the people a charity is trying to help and how well the charity helps them.

No one measures a for-profit business according to its "overhead ratio" because it wouldn't make any sense. Businesses spend lots of money on "overhead" necessary to run successfully - i.e., talented people, technology infrastructure, and monitoring of their success.

Patrick Galvin

Elie,

Thanks for commenting on my post. You make some excellent points. I agree completely that it's important to take into consideration important factors like the quality of programs when deciding where to give money.

Since there are so many excellent non-profits and programs looking for funding, it makes the most sense to channel dollars into into well-run organizations with great programs. Charity Navigator provides a quick way for a busy person to assess where his or her dollars can make the biggest difference.

Best,
Patrick

Elie

Patrick,

I agree wholeheartedly with your statement that "Since there are so many excellent non-profits and programs looking for funding, it makes the most sense to channel dollars into into well-run organizations with great programs."

The problem is that Charity Navigator tells you *nothing* about how great the programs are. Charity Navigator tells you what % of money a charity *spends* on programs which is something significantly different, and I would argue largely irrelevant.

Because I don't think that looking at the "expense ratio" provides useful information, I don't agree with your statement that "Charity Navigator provides a quick way for a busy person to assess where his or her dollars can make the biggest difference." How can you use Charity Navigator to figure out which organizations are *helping the most people*?

Joe

Just should point out that Elie is hardly a disinterested commenter as a principal of Givewell. Givewell staff have been posting anti-Charity Navigator comments all over the internet to promote their own business, and engaging in other dishonest tactics. For example, creating two usernames in a forum, having one ask a question about a good charity web site, and another one giving the unexpected answer of Givewell!

Google for (givewell scam) for more information on these incidents.

This is pretty much the bad and the ugly of dishonest word-of-mouth advertising.

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Websites

  • Galvin Communications
    The website for my word of mouth marketing and PR firm. Sign up for The Buzz Bulletin, a free monthly eNewsletter.
  • WOMMA: Word of Mouth Marketing Association
    An outstanding resource for word of mouth marketing information. This respected organization also puts on a variety of well-organized and information-rich events and conferences which are worth attending.

Speaking

Books

  • Al Ries: The Fall of Advertising and the Rise of PR

    Al Ries: The Fall of Advertising and the Rise of PR
    Credibility is the crucial ingredient in brand building. This book explains why PR should be used to launch a brand while advertising should be used only once major PR opportunities have been realized.

  • Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference

    Malcolm Gladwell: The Tipping Point: How Little Things Can Make a Big Difference
    Why do major changes in our society so often happen suddenly and unexpectedly? Ideas, behaviour, messages, and products often spread like outbreaks of infectious disease. This book will help you understand how social epidemics take off and reach critical mass.

  • EMANUEL ROSEN: The Anatomy of Buzz : How to Create Word of Mouth Marketing

    EMANUEL ROSEN: The Anatomy of Buzz : How to Create Word of Mouth Marketing
    Rosen pinpoints the products and services that benefit the most from buzz and offers strategies for creating and sustaining effective word-of-marketing campaigns.

  • Mark Hughes: Buzzmarketing

    Mark Hughes: Buzzmarketing
    This book contains some great stories from an experienced buzz marketer that illustrate the importance of finding angles that make you stand apart from the competition. I loved the story of how getting the town of Halfway, Oregon to change its name to Half.com generated a flood of publicity. You'll learn some great practical tips from this book.

  • Ben McConnell: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force

    Ben McConnell: Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
    An interesting look at how to develop evangelism marketing strategies and programs that will create communities of influencers who will drive sales for your company.

  • Fred Reichheld: The Ultimate Question: Driving Good Profits and True Growth

    Fred Reichheld: The Ultimate Question: Driving Good Profits and True Growth
    Too many companies are addicted to bad profits. These corporate steroids boost short-term earnings but burn out employees and alienate customers. Learn why the answer to one simple question can determine your company's future: Would you recommend us to a friend?

  • Andy Sernovitz: Word of Mouth Marketing: How Smart Companies Get People Talking

    Andy Sernovitz: Word of Mouth Marketing: How Smart Companies Get People Talking
    This is the perfect book for an entrepreneur looking for a "how-to" on word of mouth marketing rather than a theoretical or academic overview. Andy Sernovitz built the Word of Mouth Marketing Association using many of the intriguing word of mouth marketing tactics he describes. His strategies are practical for both small and large businesses as his interesting case studies demonstrate. You may put this book down a few times while reading it so you can start implementing some of its excellent ideas.

  • T. J. Walker: Media Training A-Z

    T. J. Walker: Media Training A-Z
    Walker, an accomplished media trainer, provides great practical insight into maximizing the value of the media spotlight. By following his simple suggestions, you'll go into interviews much more confident and come out of them with much better results for your business.

  • Chip Heath: Made to Stick

    Chip Heath: Made to Stick
    This is the best business book that I've read since The Tipping Point since it provides a new way at looking at how you try to tell people about your products or services. You'll have lots of new ideas for promoting your business when you've finished reading this book. And, you'll discover that the best way to promote yourself doesn't involve spending money on marketing rather its all about learning how to tell your business stories better.

  • Richard Fenton & Andrea Waltz: Go for No!

    Richard Fenton & Andrea Waltz: Go for No!
    A great parable about a salesman who learns that every "no" brings him closer to "yes" - an important lesson for anybody who wants to create buzz.