Ever wonder what donors are looking for when they scour through your organization’s Form 990 informational tax form?

Some donors attempt to calculate fund-raising costs. Others hone in on executive salaries.

But H. Art Taylor, chief executive of the Better Business Bureau’s Giving Wise Alliance, in Arlington, Va., advises donors to focus on three key things when they consult an organization’s tax form:

“First, I try to gather the seriousness of the organization from the quality of its mission statement. If the mission is vague and does not clearly articulate the programs of the organization, I lose patience.

“Secondly, I look to see if there are conflicts of interest among the board and staff. That’s another turn off for me.

“Third, I am interested in knowing how long they have been in business. Given the number of organizations already in existence, a newer organization has to sell me that it’s better positioned than one that’s been around for a while.”

You can find out more about what donors are thinking about — and what that means for your organization — by reading the transcript of a today’s live discussion with Mr. Taylor and other fund-raising experts.

Mar 17, 2009 4:58 PM