Charity Navigator

Written By Sabine Horner

Situation

Charity Navigator is the world’s largest nonprofit assessment platform, guiding millions of donors toward effective, trustworthy organizations. In 2020, Cloud Street was engaged to lead public relations efforts around two major, interconnected milestones:

  • The launch of a new nonprofit rating system designed to expand coverage to more than 150,000 smaller and newer nonprofits

  • The acquisition of ImpactMatters, a ratings startup known for its innovative methodology evaluating nonprofits based on impact—the amount of good achieved per dollar spent

Cloud Street was tasked with designing and executing integrated campaigns to raise awareness of Charity Navigator’s expanded tools among donors, while educating nonprofits about new opportunities to communicate impact, strengthen credibility, and grow support.

Note: ImpactMatters had previously engaged Cloud Street to lead public relations for its 2019 launch.

Approach

Cloud Street executed distinct yet coordinated media relations campaigns for each announcement, securing high-profile coverage across mainstream business and technology outlets—including Fast Company, Forbes, and Mashable—as well as influential sector publications such as the Chronicle of Philanthropy, critical to reaching nonprofit leaders and philanthropic decision-makers.

To deepen engagement with key audiences, Cloud Street secured interviews with Charity Navigator President & CEO Michael Thatcher across podcasts and radio programs focused on philanthropy, nonprofit leadership, and social impact.

Recognizing the need for dialogue and education within the sector, Cloud Street also conceived and produced a virtual convening to address questions, concerns, and opportunities related to the new rating methodology. The event brought together leaders from the Bill & Melinda Gates Foundation, Evidence Action, and Charity Navigator, offering practical guidance on how nonprofits could leverage impact data to build trust and attract donors.

In parallel, Cloud Street collaborated with Michael Thatcher on an op-ed articulating his perspective on effective philanthropy and providing guidance for thoughtful end-of-year giving during the COVID-19 pandemic.

Impact

  • 200+ media placements, including features, interviews, podcasts, and radio segments—representing a significant increase over prior Charity Navigator media engagement

  • Strong visibility among nonprofit professionals and philanthropic donors, with sustained coverage in mission-critical sector outlets

  • 700+ nonprofit leaders and organizations participated in the virtual event, The Future of Giving & Nonprofit Sustainability: The Role of Impact & Data

  • Increased awareness and understanding of Charity Navigator’s expanded rating system and impact-driven approach during a pivotal moment for the nonprofit sector

Sabine Horner
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