What’s Next for Nonprofits This Year

The nonprofit world begins the new year with signs of a giving surge that could break new records in 2015 and a burst of charitable spirit by Generation Z’s teenagers.

At the same time, growing threats of global terrorism and data privacy, along with intensifying racial tensions and concerns about the weakening of family structure in America, are propelling nonprofits into action.

To identify people, trends, and ideas that will shape the new year and spark new thinking among charities, donors, and foundations, we talked to dozens of philanthropy leaders and experts.

We can expect gadflies like Carl Malamud and Dan Pallotta to continue shaking up how nonprofits work. Impact investing will grow, and “emergent philanthropy” will get a lot of talk.

LGBT advocate and philanthropist Tim Gill will turn his attention to workplace discrimination, while the Walton Family Foundation will push to expand charter schools to new cities. And, of course, everyone will be looking for the next ice-bucket challenge.

Here is a tip sheet of whom and what to watch in the coming year.

A crowdfunding platform’s new mission
In a new wrinkle for online-giving platforms, GlobalGiving is nudging the more than 4,000 nonprofits and social entrepreneurs it raises money for to improve their work and not just chase dollars. One carrot: Groups that collect and use feedback from those they serve will be awarded extra points in GlobalGiving’s rating system—points that should earn them more attention and more donors. “We’ll tell them, ‘We want to accelerate innovation but also greater effectiveness,’ " says co-founder Mari Kuraishi.

Giving: back from recession’s depths
“Giving USA” researchers last summer predicted that annual charitable giving in 2015 might top its pre-recession peak of $350-billion. Despite stock-market volatility and weaknesses in the global economy, experts say we’re headed for another year of increased giving, thanks in part to an acceleration in the generational transfer of family wealth. Big gifts in 2014, like the Gerald Chan family donation of $350-million to the Harvard School of Public Health, made a media splash that, along with a growth of ultrawealthy Americans, will encourage others to think big in 2015, says Paul Connolly, director of philanthropic advisory services at Bessemer Trust. “We probably will see more huge gifts over the next year.”

Inspiring donors to raise money
Nonprofits are increasingly offering how-to fundraising help and technology to supporters, some of whom are inspired to spark the next ice-bucket challenge. Last summer’s fundraising juggernaut is not likely to be repeated, says David Hessekiel, president of the Peer-to-Peer Professional Forum, but smart nonprofits should harness the passion of would-be fundraisers. The World Wildlife Fund last spring started Panda Nation, which helps supporters turn birthdays, bar or bat mitzvahs, bake sales, and athletic competitions into fundraising events.

Giving Tuesday gets even bigger—and more global
Giving Tuesday will grow significantly outside the United States this year, says its founder, Henry Timms. In the event’s debut in Britain last year, Blackbaud reported that its charity clients raised 270 percent more on December 2 than on the same day in 2013. Also: Mr. Timms says to look for big business to get more engaged, as Microsoft and H&M stores did this year with Giving Tuesday-related charity drives of their own.

Outsourcing ... to the Philippines
Recognizing the fundraising struggles of small social-service nonprofits, Jane Leu, an Ashoka Fellow, has started Smarter Good, which helps groups outsource routine fundraising work to the Philippines, home to “a hot and emerging social-enterprise sector,” she says. Among those working for Smarter Good in Manila: a former corporate-responsibility officer, a former report writer for the International Committee of the Red Cross, and a Filipino fiction award winner. By 2016, Ms. Leu hopes to have at least 60 small charities using Smarter Good to build a fundraising infrastructure they couldn’t create on their own.

Hunting for younger donors
The Pan-Mass Challenge bike-a-thon raised a record $41-million for Boston’s Dana-Farber Cancer Institute in 2014. But with the average age of its riders at 45, the event is looking to its future, reaching out to the under-30 crowd through year-round social events. “It’s another way to deepen their commitment,” says Billy Starr, the event’s founder.

Fundraising spree for Obama library
The charity raising money for Barack Obama’s presidential library will soon recommend locations, and the Obamas will pick from among four finalists: the University of Chicago, the University of Illinois at Chicago, Columbia University, and the University of Hawaii. Expect a fundraising spree afterward: The foundation will raise money not just for the library and presidential museum but also for whatever Mr. Obama does when he leaves the White House.

Where ice-bucket grants will go
The ALS Association is expected to announce more grants early this year from its $115-million windfall from the ice-bucket challenge. The group has doled out more than $20-million. How it spends the money and talks to donors about its work will be closely watched, especially by first-time donors.

Wanted: someone to run the development office
Recruiter Steven Ast says colleges, universities, and other institutions are desperate to hire operations leaders for fundraising—people who can mind the office while chief development officers spend time courting high-net-worth supporters. “There’s a huge demand for people who can do that,” he says.

Tailoring fundraising for new-wealth donors
Ernie Iseminger, Claremont McKenna College’s development chief—who in 2013 completed a $635-million campaign, believed to be a record for a liberal-arts institution—is now speeding through a $100-million drive for financial aid for students, with more than half of the cash raised. One element of this success: Claremont is creating scholarships that match donor interests or passions, where appropriate. “A lot of the newer-wealth donors want to know in a more intimate way what their money is helping to leverage,” Mr. Iseminger says.

Who gives and why
Next fall will see publication of American Generosity: Who Gives and Why?, with creative analyses by scholars Patricia Snell Herzog and Heather Price. It classifies donors by the way they give—from the habitual to the impulsive—and suggests how fundraisers can tailor messages to each, and sometimes to all simultaneously. Another highlight: a look at giving by regions of the country.

In defense of high costs and big salaries
Dan Pallotta, a controversial but increasingly influential author and former charity-events organizer, is planning a 60-mile walk at the end of June to raise money for an organization that will defend charities against charges they overspend on salaries and fundraising. A growing number of nonprofit leaders are pushing to get donors to pay more attention to a charity’s accomplishments and less to its overhead costs. Jacob Harold, president of GuideStar, says the charity-information group in 2015 will start publishing quantitative data that organizations provide about what they have achieved.

How will the Red Cross mend its wounds?
Hammered in joint ProPublica and NPR reports about its relief efforts in recent hurricanes and questionable public relations and now drawing scrutiny from Capitol Hill, the American Red Cross has a huge job ahead to restore its reputation, says Clarke Caywood, who teaches crisis communications at Northwestern University and served on the board of the nonprofit Aidmatrix Foundation, which provides logistical support to hunger-relief groups. A critical step, he says: Hire an independent accounting firm to conduct an audit of salaries, how many employees the group has assigned to each duty, and technological strengths and weaknesses.

Fresh nonprofit talent—from business
ProInspire, a small, five-year-old group, is giving business whiz kids—some from top-drawer companies like J.P. Morgan and Deloitte—yearlong, paid fellowships with nonprofits that let them put their marketing, operations, and finance skills to work right away. Of 2013’s graduating class of fellows, more than 95 percent are working in social services.

Can social media win back arts patrons?
Performing-arts organizations are losing subscribers as patrons use social media to make last-minute decisions about when to attend events. Small groups don’t have an answer yet, says Chris Daggett, head of the Geraldine R. Dodge Foundation, but they’re trying new marketing approaches. “They’ve got to do that or they may not be able to survive.” The New Jersey Theatre Alliance promotes an online discount box office on its Facebook page and other social media, and theaters report that 80 percent of such ticket buyers are first-time patrons.

Filling diversity gaps
The D5 Coalition moves into the last year of a five-year effort to get foundations to increase the diversity of their boards and chief executives. The group’s numbers from 2014 did not show much improvement over the previous year. But the director, Kelly Brown, says measuring progress is hard because many foundations don’t report demographic makeup. Getting better data will be a priority for 2015, she says, along with strengthening work on techniques to attract leaders and trustees who are minorities—by working with headhunters, for example.

Training staff to be data experts
One sign that nonprofits are getting serious about data analytics: Rather than outsourcing projects, they are beginning to groom in-house experts, such as by sending workers to graduate programs in public policy and computational science, according to Andrew Means, founder of Data Analysts for Social Good. “We’re seeing human capital develop from within the sector.”

Alvin Ailey gets new leader
Debra Lee, CEO of BET Networks, is taking over as president of the Alvin Ailey Dance Foundation this year, at a ripe time. The departure of the longtime chairwoman of the foundation’s board, Joan Weill, prompted an outpouring of more than $40-million in her honor.

Changing of the guard at prominent nonprofit
One of the country’s most prominent nonprofits, the Anti-Defamation League, will make a major transition when Abraham Foxman, a Holocaust survivor, retires in July after 28 years as its national director. His successor: Jonathan Greenblatt, director of the White House Office of Social Innovation and Civic Participation. Mr. Greenblatt, grandson of a Holocaust survivor, also co-founded Ethos Brands, which created a company now owned by Starbucks that pays for projects to help children around the world get clean water.

Getting volunteers to stick around
New York Cares, a prominent volunteerism group, is fine-tuning a program it introduced last year to help charities tackle the perennial problem of how to manage and retain volunteers. The Volunteer Impact Program offers eight weeks of web tutorials, in-person workshops, and one-on-one consulting to help groups develop high-quality programs, says executive director Gary Bagley. “The lack of excellent experiences is the biggest reason people don’t volunteer,” he says.

Edward Snowden and nonprofit privacy
The nonprofit world will have to pay increasing attention to the kind of data-privacy questions that have surfaced since Mr. Snowden started releasing documents about the various ways government taps commercial data, says Rob Reich, a Stanford University professor who is one of the leaders of the Digital Civil Society Lab. He poses, as an example, the question: In case of a lawsuit seeking information, who owns the text messages that a charity collects from its beneficiaries over for-profit phone networks?

Orchestra’s triumph after near collapse
The beleaguered Minnesota Orchestra—torn by a contract standoff with musicians that led to a 16-month lockout—will this spring conclude its first full season since 2011-12. Things look bright: Kevin Smith, the retired veteran chief of the Minnesota Opera, brought in as the orchestra’s interim CEO last summer, is now signed through the 2017-18 season, and four philanthropists made gifts totaling $13.2 million in a show of renewed faith.

When community needs and donor priorities diverge
Pillsbury United Communities, a multiservice nonprofit, operates a community center in a densely populated Minneapolis neighborhood dubbed “Little Mogadishu” because of its large number of Somalis. It offers programs it develops with residents; for example, helping young women start a thrift shop. Overseas terrorist groups have recruited some of the state’s young Somalis, so concerned community leaders want more youth services, says Chanda Smith Baker, Pillsbury’s president. But donors have cut funding for out-of-school activities in recent years, in favor of early-childhood and other academic programs. “What the community wants to see for their children,” she says, “and the type of activities people want to fund are not always aligned.”

Generational shift in wealth begins in the South
The death in November of Herman Russell, a real-estate giant and philanthropist in Atlanta, signaled a generational shift in wealth and philanthropy that is starting in the Sun Belt, says Alicia Philipp, head of the Community Foundation for Greater Atlanta. “Other parts of the country are onto their second and third generations of wealth,” she says. “We are still first-generation wealth.” Technology and service-industry entrepreneurs are stepping into philanthropy roles once dominated by the land and construction magnates who drove the South’s booming growth.

A foundation pledge nears its goal
The National Committee for Responsive Philanthropy expects this year to reach the goal of its Philanthropy’s Promise program, which asks foundations to target at least 50 percent of grant dollars to the neediest people and places, and another 25 percent to advocacy and community building. So far, it’s netted commitments from more than 190 organizations (including the Ford Foundation and the Robert Wood Johnson Foundation). Ultimately, it wants to attract commitments that amount to 10 percent, or roughly $5-billion, of annual foundation grant making.

Impact investing goes mainstream
Average investors will soon join the handful of foundations and wealthy individuals pioneering the idea of impact investing: putting money into a business, nonprofit, or government program with an expectation of both social change and financial return. “It’s no longer a question of if it’s going to happen; it’s just a matter of when,” says Jacob Gray, senior director for the University of Pennsylvania’s Wharton Social Impact Initiative. This year, Wharton will produce what it says will be the first-ever comprehensive analyses of the financial performance of impact investments.

Flexible grant making is ‘in’ again
A much-discussed Stanford Social Innovation Review article touted “emergent philanthropy” as a more flexible alternative to “strategic philanthropy,” the goal-oriented, data-driven giving approach that has been all the rage (and that authors John Kania, Mark Kramer, and Patty Russell previously endorsed). “Emergent philanthropy” recognizes that foundations need to continually adjust their strategies to changing circumstances. Not exactly a new concept. But Albert Ruesga, president of the Greater New Orleans Foundation, worries the buzz could prompt proponents to turn it into a “rigid theoretical apparatus,” complete with “an army of consultants.”

Will foundations divest from fossil fuels?
The Wallace Global Fund’s Ellen Dorsey—who, as a college student, campaigned to withdraw investment in South Africa to protest apartheid—is pushing foundations to divest from the fossil-fuel industry and invest in renewable energy. More than 70 have taken the plunge so far. The goal: to get at least 200 grant makers representing $15-billion in assets to commit before the United Nations Climate Change Conference at the end of the year.

Reinvesting in the U.N. goals
Rockefeller Philanthropy Advisors is leading a consortium—including the Conrad N. Hilton, Ford, and MasterCard foundations—to help support groups working on the United Nations Millennium Development Goals, a 15-year-old agreement among 189 countries that will be renewed this fall. Some within the U.N. have complained that philanthropy so far hasn’t played a big enough role in bringing its expertise to bear in reducing infant mortality, promoting gender equality, fighting poverty, and other causes related to the goals.

Donor-advised funds under pressure
Should donor-advised funds be forced to spend their money in a set time? Rep. Dave Camp, former House Ways and Means Committee chairman, promoted the idea last year, and it’s gaining traction with pundits—and frightening community foundations. Mr. Camp has retired from Congress, but assuming a new champion will emerge on Capitol Hill, expect a big fight as Fidelity and other financial firms jump in to protect the big funds they’ve created for clients.

Congress and the charitable deduction
If there’s big tax reform this year, Orrin Hatch, the Utah senator and Senate Finance Committee chairman, will be at the center of questions like whether the charitable deduction should be changed. He’s also sponsoring social-impact-bond legislation. “The politics are ripe on this bill,” says Sandra Swirski, executive director of the Alliance for Charitable Reform.

Starting nonprofits to fulfill political goals
Eric Garcetti, the mayor of Los Angeles, is the latest politician to start a foundation to raise private money to carry out his ideas. Critics call these “slush funds” that give donors special access and influence; Mr. Garcetti and others say they spur important public-private partnerships.

Fight brewing over federal-grant rule
Sparks may fly over a new federal mandate that requires states and localities passing federal grants through to nonprofits to pay part of the “indirect,” or administrative, costs that charities incur when they implement programs or provide services. “Some states and local governments will misinterpret or ignore it,” says David L. Thompson, vice president for public policy at the National Council of Nonprofits. “There will be a lot of hue and cry over it.”

Good words about Paul Ryan’s antipoverty plan
Many nonprofit leaders are suspicious of the Republican Ways and Means Committee chairman, whose deficit-cutting proposals could affect many social programs. But the Rev. Larry Snyder, the outgoing head of Catholic Charities USA, says the congressman’s antipoverty plan, while imperfect, offers a starting point for discussion: It proposes increasing case management, expanding earned-income tax credits, and improving the criminal-justice system. Says Father Snyder, “All those things would be steps forward.”

Obamacare scare
Nonprofits and foundations that have pushed hard to put the Affordable Care Act in place fear that a forthcoming U.S. Supreme Court decision could overturn the federal subsidies that help consumers buy health coverage in many states. Following the refusal of many legislatures to expand Medicaid under the new law, that would further “widen the gap between the haves and have-nots,” says Robert Ross, president of the California Endowment. The grant maker has spent about $8-million over the past 18 months to get California to expand health coverage to a group excluded by Obamacare: immigrants who are in the country illegally.

New scrutiny for commercial fundraisers
Hugh Jones, the tech-savvy chief of the Hawaii attorney general’s charities office, will this year open an Internet portal where nonprofits and the public can review fundraiser contracts and search a database to analyze the commercial fundraisers’ cut from campaigns.

Results time for the Social Innovation Fund
The federal government will release evaluations this year on the original projects that received five-year grants from the Social Innovation Fund, which provides money to help nonprofits expand programs with proven results. “Up to now, we’ve had dribs and drabs” of information, says Patrick Lester, director of the Social Innovation Research Center, “but now we’ll have more comprehensive data.” The fund is now searching for its fourth director following the departure of Michael Smith to lead My Brother’s Keeper, a White House effort to help minority boys and young men.

Legal battle over charity tax forms
Carl Malamud, the open-records gadfly, is optimistic he can win a court battle against his nemesis: the Internal Revenue Service. If so, the tax agency would have to release Form 990 tax documents in a format that can be read by computers, making it easier to see how charities are spending money and organizing operations.

Philanthropy for racial justice
Grant makers are uniting to address racial-justice issues as tensions remain high following the failure of grand juries to indict white police officers who killed unarmed black men in Ferguson, Mo., and New York City. Funders for Justice, a new group of about 30 foundations and other groups affiliated with the Neighborhood Funders Group, has set up a website to publicize activities and promote giving to community organizers working on issues like police accountability. Lori Villarosa, executive director of the Philanthropic Initiative for Racial Equity, expects more philanthropic attention to changing demographics; for example, growing black populations in inner suburbs, and “implicit racial bias,” or the negative associations people hold unconsciously about other races.

Walton family push on education
In a rare interview, Carrie Walton Penner, the granddaughter of Walmart’s founder, Sam Walton, told Forbes that the Walton family last fall developed a five-year philanthropy plan with a heavy emphasis on education. The foundation, which backs vouchers and other forms of school choice, has already put up $350-million to start more than 1,600 charter schools.

Don’t forget minority women
My Brother’s Keeper, President Obama’s foundation-financed program to boost educational and economic opportunities for minority boys and young men, came under fire for leaving out women and girls. Now the White House has announced a new working group on Challenges and Opportunities for Women and Girls of Color, and some foundations are exploring new ways to help young minority women. One example: The NoVo Foundation invited grant makers to a December webinar to discuss a report by the National Women’s Law Center and NAACP Legal Defense and Educational Fund on providing opportunities to African-American girls.

Gary Sinise’s aid for war wounded
Mr. Sinise (below), the longtime veterans advocate, has stepped back from his full-time acting career and established a small foundation to support active and retired military personnel who suffer from what he calls “the residual effects of 13 years of war.” The group has recently focused on the shortfall in care for the severely wounded, noting the struggles of the Department of Veterans Affairs. “Is it up to government to do everything? No,” he says. One new project: building “smart” homes so that triple and quadruple amputees can live independently.

Help for working-class families
Donors are increasingly worried about the collapse of families in working-class neighborhoods, says Adam Meyerson, president of the Philanthropy Roundtable. They’re backing groups like First Things First, a nonprofit in Chattanooga, Tenn., that aims to reduce the rates of divorce and of out-of-wedlock births to teenagers.

Gays take fight to conservative states
After 2014’s gay-marriage triumphs, activists are targeting discrimination by employers in conservative states (among them, Florida, Georgia, Indiana, Missouri, and Texas), where allies are often hard to come by, says Tim Gill, the country’s most prominent philanthropist focused on LGBT causes. “It’s going to be a very, very different fight, and it’s going to be a long fight.” His 20-year-old foundation has spent more than $300-million promoting LGBT equality, he says, and “we’ll have to spend another $300-million to get there.”

Worker advocacy campaigns gain steam
Results of several November ballot initiatives have added momentum to nonprofit advocacy campaigns on behalf of low-income workers. Voters in Alaska, Arkansas, Nebraska, and South Dakota, all generally conservative states, approved minimum-wage increases, while those in Massachusetts and several cities mandated paid sick leave. MomsRising, a fast-growing grass-roots group that promotes policies that benefit female employees, worked with coalitions to influence those votes. Now it plans to set up local “Mom Forces” that will advocate for three priority issues in each state in areas like wages, family leave, and child care.

@TheWhinyDonor
This Twitter feed—written anonymously by a donor who also has development experience and a healthy sense of irony—chronicles the faux pas of fundraisers. Among her recent tweets: “That reply envelope you enclosed with the acknowledgment for my gift goes straight to my recycling bin, thrown with irritation.”

What nonprofit workers wish they could say
Vu Le’s lively and sometimes humorous blog, Nonprofit With Balls, says what many nonprofit workers are thinking but hesitate to say. Recent posts have reflected on unrealistic foundation demands for grantees to show “sustainability” and why the business world should get over its “superiority complex.” More whimsical entries have detailed nonprofit jokes and “10 Game of Thrones Quotes You Can Use at Work.” But Mr. Le turns serious when talking about his start-up nonprofit, Rainier Valley Corps, which will help train emerging leaders of nonprofits led by refugees and immigrants in the Seattle area. He told The Chronicle he’s sick of all the talk about diversity in the nonprofit world, which has failed to produce results: “We can’t keep complaining about the lack of these voices and not do anything about it.”

News made more intriguing by nonprofit accounting
Anyone who thinks nonprofit accounting is inherently boring should peek at Brian Mittendorf’s blog, Counting on Charity. The Ohio State University associate professor routinely finds provocative accounting angles to stories in the news. Recent posts analyzed the Bill, Hillary, and Chelsea Clinton Foundation’s finances, questioned the way big gifts to donor-advised funds are publicized, and advised what to look for in the ALS Association’s next financial statement to see how it allocates its windfall from the ice-bucket challenge.

American Cancer Society
The century-old group, which has had its share of fundraising struggles, is moving into the second year of its search to replace John Seffrin, who announced in January 2014 that he will retire when a successor is found. He’s been at the helm since 1992.

Detroit Institute of Arts
The institute’s longtime director, Graham Beal—who helped the museum raise $100-million to stave off the sale of its collection during Detroit’s bankruptcy last year—is retiring this summer. Fundraising will be a key part of the job for his replacement: The museum is embarking on a drive to raise some $275-million for its endowment so it can operate without public funding.

Kauffman Foundation
Expect the Ewing Marion Kauffman Foundation to announce a new CEO in early 2015. This is the education and entrepreneurship grant maker’s second executive search since the January 2012 resignation of its 10-year chief executive, Carl Schramm. The foundation says it’s looking for a leader—from a nonprofit or business—who can carry out a nearly completed five-year strategic plan, which includes, among other things, investments in metropolitan areas outside its hometown of Kansas City, Mo.

Livestrong
The organization’s chief executive seat is open after the recent departure of Doug Ulman, who helped build cyclist Lance Armstrong’s powerhouse charity and then steadied it in the storm that followed the racer’s doping scandals. Mr. Ulman left to run Pelotonia, a growing cancer-benefit charity ride in Columbus, Ohio.

MacArthur Foundation
Will the John D. and Catherine T. MacArthur Foundation look outside the ivory tower for its new president? Since its start in 1978, the foundation has had only four leaders; each was plucked from the top ranks of university officials and served a 10-year term. But last summer, the board declined to ask Robert Gallucci, former head of Georgetown University’s School of Foreign Service, to stay on for a second five-year term, saying it wanted “to look for a new kind of leadership to accelerate the pace of change.”

National Human Services Assembly
A search is under way to replace Irv Katz, who quietly announced he plans to retire as chief executive of the nonprofit association in March. Mr. Katz has led the group, which advocates for the nation’s leading health and human-services organizations, since 2001.

The Philanthropic Initiative
After two years as managing partner of this philanthropic consultancy, now a unit of the Boston Foundation, Jamie Jaffee is leaving “to pursue other interests,” the organization says. Ellen Remmer, who was the Initiative’s president before it merged with the foundation in 2012, is serving as interim managing partner. The group plans to appoint a permanent head “down the road,” she says.

Women’s Funding Network
The San Francisco-based philanthropic network launched a search in November for a new CEO following the departure of Michelle Ozumba, who has led the group for three years.

Guiding kids to do good
Nonprofit guru and blogger Beth Kanter is fascinated by interest in charitable causes that kids 18 and under show—"a donor segment that is ripe for cultivation,” she writes. Studies suggest they are hardworking and eager to do good; one ad agency found that 60 percent want jobs with social impact.

The millennials are coming ... and leaving
Service-minded millennials are eager to join nonprofits but increasingly don’t stick around long, says Susan Tomlinson Schmidt, head of the Nonprofit Leadership Alliance, which works with universities to prepare undergraduates for nonprofit careers. Where do they go? Often to the increasing number of businesses that market themselves as companies with ambitions to do good (and who offer perhaps better salaries that can offset young workers’ student loans). “Corporate America is crowding our space,” Ms. Schmidt says. “There’s so much doing good across the sectors that we’re not the only game anymore.”

Generation X’s time at the top
Nonprofits and foundations across the country are seeing churn in the leadership ranks—often baby boomers giving way to Gen X. In Charlotte, N.C., for instance, dozens of leaders have stepped down in the past couple of years, many after decades at the helm. “There’s no question we’re starting to see this,” says Frances Kunreuther, co-director of the Building Movement Project, which analyzes nonprofit leadership.