The Theory
Nonprofits have flocked to participate in Giving Tuesday over the past several years, hoping to take part in the momentum of the annual philanthropy event. But not all charities are rewarded, according to a University of Memphis researcher. When donors are given a list of groups participating in a giving day, they don’t always investigate a nonprofit’s work, she says. With so many groups to choose from, donors often gravitate to popular nonprofits and overlook lesser-known charities.
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