Nonprofit watchdog organizations create a more efficient philanthropic marketplace by helping donors make informed decisions based on objective criteria. Or they would, if more people used them. “The watchdog organizations don’t reach most donors,” says Ram Cnaan, professor in the School of Social Policy & Practice at the University of Pennsylvania. “The majority of people have never heard of them, and if they’ve heard of them, they don’t know which one to look at.” Only about one in five donors…

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