GuideStar Impact Call February 23rd, 2015 at 2pm ET

1. GuideStar Impact Call
Y e a r E n d R e s u l t s R e p o r t i n g
A look at 2014 and preview of 2015
Live Tweeting: #GSImpactCall

2. AGENDA
Theory of change
Programmatic results
Financial results
Lessons learned
2015 goals
Q&A
Jacob C. Harold
James Lum
#GSImpactCall
Mizmun Kusairi

3. Please suggest questions throughout the
conversation.
We’ll answer as many as we can.
Next Impact Call:
Monday, May 11, 2 pm ET
http://npo.gs/impactcall6

4. AGENDA
Theory of change
Programmatic results
Financial results
Lessons learned
2015 goals
Q&A
#GSImpactCall

5. DATA
DISTRIBUTION
DATA
COLLECTION
DATA INNOVATION
GuideStar’s Theory of Change
Quantity
MORE GIVING
Quality
SMARTER GIVING
Efficiency
LESS WASTE
Effectiveness
HIGH
PERFORMANCE
IMPACT
Donors Nonprofits
Trust in
nonprofit
sector
Donor
decisions
influenced by
data
Supportive
policy
environment
Simplified
fundraising
systems
Greater
collaboration
Fast learning
among
nonprofits
Broad and deep
information on nonprofits
New mechanisms for
feedback and learning
Interconnected data
systems
1 2 3

6. Data Collection
#GSImpactCall
1
B R O A D A N D D E E P I N F O R M AT I O N O N N O N P R O F I T S
s

7. Data Distribution
I N T E R C O N N E C T E D D ATA S Y S T E M S
2

8. Data Innovation
N E W M E C H A N I S M S F O R F E E D B A C K A N D L E A R N I N G
3

9. Strengthened GuideStar

12. AGENDA
Theory of change
Programmatic results
Financial results
Lessons learned
2015 goals
Q&A
#GSImpactCall

13. 1. No longer including "in progress" forms in this measure.
HISTORIC HISTORIC CURRENT GROWTH GROWTH
Description Q4 2013A Q3 2014A Q4 2014A QoQ YoY
GuideStar Exchange
Participants1 36,110 39,771 41,053 3.2% 13.7%
Gold 2,047 4,403 5,122 16.3% 150.2%
Silver 22,319 22,287 22,103 -0.8% -1.0%
Bronze 11,744 13,081 13,828 5.7% 17.7%
1 Data Collection

14. 1. Unique Users – Total number of unique visitors to www.guidestar.org during the specified
quarter. This does not include Hosted Solutions traffic.
2. Data channels include customers of the following products: DonorEdge, Hosted Solution,
GPP, and API customers
HISTORIC HISTORIC CURRENT GROWTH GROWTH
Description Q4 2013A Q3 2014A Q4 2014A QoQ YoY
Unique Users 1 1,746,658 1,801,350 1,859,475 3.2% 6.0%
GuideStar Data
Channels2 NA 155 184 18.7% NA
2 Data Distribution

15. AGENDA
Theory of change
Programmatic results
Financial results
Lessons learned
2015 goals
Q&A
#GSImpactCall

16. Disclaimers
• Numbers are preliminary and unaudited
• Safe Harbor disclosure:
Historical results are not necessarily indicative of future
results. All forward looking statements contain known
and unknown risks that may result in future results that
are materially different from historical results.
16#GSImpactCal
l

17. 2014 Top-Line Performance
17total unrestricted revenue
$11,261k
$11,876k
$11,188k
$10,808k
$11,158k
$10,231k
$10,657k
$11,225k
$8,000k
$9,000k
$10,000k
$11,000k
$12,000k
Unrestricted Revenue Operating Expenses
2011
2012
2013
2014

18. 2014 Bottom-Line Performance
($762k)
($615k)
$219k
$380k
$847k
$926k
($893k)
($568k)
($1,000k)
($500k)
$k
$500k
$1,000k
$1,500k
Cash Flow GAAP Oper Income
2011
2012
2013
2014

19. Weak Year End Balance Sheet
$1,410k
($1,048k)
$1,629k
($668k)
$2,476k
$258k
$1,585k
($309k)
($2,000k)
($1,000k)
$k
$1,000k
$2,000k
$3,000k
Cash Unrestricted Net Assets
2011
2012
2013
2014

20. 2015 Financial Outlook
Revenue +20%
• Strong support in Transformational Capital campaign
• Q4 signs of growth in Product Sales
• Revamped Membership already attracting growth
Expenses +12.5%
• Run-rates leveling off
• FY Expenses ~$1.4M more than PY
Cash Flow and Operating Income
• ~$500k cash flow and operating income
• Strengthen balance sheet
• Reflects investment phase

21. AGENDA
Theory of change
Programmatic results
Financial results
Lessons learned
2015 goals
Q&A
#GSImpactCall

22. 22

23. AGENDA
Theory of change
Programmatic results
Financial results
Lessons learned
2015 goals
Q&A
#GSImpactCall

24. 2015 Goals
Enhance quality of GuideStar products
Expand data collection
Deepen engagement with stakeholders
Secure financial strength to fuel
innovation and growth
Foster a data-driven learning culture
A N N U A L O R G A N I Z AT I O N A L O B J E C T I V E S
#GSImpactCall

25. AGENDA
Theory of change
Programmatic results
Financial results
Lessons learned
2015 goals
Q&A
#GSImpactCall

26. T H A N K Y O U !
Questions?
#GSImpactCall

27. Additional Information
Next Impact Call:
May 11, 2 pm ET: http://npo.gs/impactcall6
Our impact:
GuideStar’s impact page: www.guidestar.org/impact
Impact Calls:
Q&A and archive: http://npo.gs/webinararchivesgs
#GSImpactCall

28. APPENDIX

29. GuideStar by the Numbers
2 0 1 4 D ATA , C A L C U L AT E D J A N U A R Y 2 0 1 5
2.5B PIECES OF DATA: Includes 8.2 million image files
2.4M ORGANIZATIONS: Includes 1.7 million 501 (c)(3)s
87,000+ SOCIAL MEDIA FOLLOWERS
~7.2M UNIQUE USERS: Use GuideStar data every year
6.6M+ UNIQUE USERS: To GuideStar.org every year
12M+ VISITS: On guidestar.org every year
115 FOUNDATIONS MEMBERS
73 STAFF: One of the most robust business development teams in the sector
37,500 CONVERSATIONS WITH NONPROFITS: Every year

30. GuideStar by the Numbers
2 0 1 4 D ATA , C A L C U L AT E D J A N U A R Y 2 0 1 5
~959,000 EMAIL LIST: May be strongest broadcast mechanism to the sector
160 ORGANIZATIONS: Who use GuideStar’s data on their own platforms
107,463 NONPROFITS: That have taken the time to directly give us additional data
26M API HITS
7,000 MEDIA PLACEMENTS: Earned every year, reaching more than 32 million people
213K NEW REGISTRANTS
544K ACTIVE REGISTERED USERS IN 2014
~1M ACTIVE REGISTERED USERS SINCE 2012
9,422 PRODUCT TRANSACTIONS IN 2014
99.94% OF USERS ACCESS GUIDESTAR’S DATA FOR FREE

32. 2015 Annual Organizational OKRs

33. For internal monitoring, learning, and decision-making.
Now an aligned excerpt of “top 10” annual OKR metrics to track
Organizational Dashboard
CURRENT
Q4 2013A Q3 2014A Q4 2014A Q4 2014E
Monthly
Trend Accountable Comments
ENHANCE quality of GuideStar products
New Registrants 46,223 56,940 56,820 50,000 (0.2%) 22.9% VP Products
Renewal Rate
Direct Sales (annual) 77.5% 86.4% 87.9% 72.0% 1.7% 13.4% VP Ops
E-Commerce (monthly) 67.2% 76.3% 74.2% 85% (2.8%) 10.4% VP Products
E-Commerce (annual) 75.4% 76.1% 74.6% 85% (2.0%) (1.1%) VP Products
Membership (annual) 87.1% 92.3% 92.0% 95% (0.3%) 5.6% CFO
GuideStar Exchange Participants 36,110 39,771 41,053 50,302 3.2% 13.7% VP Products We were unable to roll-out our new user interface designs
for GX as planned, and it will be a focus in Q1.
GuideStar Platform Partners NA 155 184 NA 18.7% NA VP Products
DEEPEN engagement with stakeholders
Community Platform Participants 1 NA NA NA NA VP Products New metric - % of registered Jive users actively participating
SECURE financial strength to fuel innovation and growth
Pipeline (next quarter)
Direct Sales NA $1,562k $1,464k $1,515k (6.3%) NA VP Ops Still working on a better way to manage transactional
opportunities and identify larger opportunities
Membership NA $276k $296k $216k 7.0% NA CFO
Unrestricted Grants 2
NA NA NA NA NA NA CFO To be discussed at the board meeting
Revenue
Direct Sales $1,234k $1,126k $1,328k $1,209k 18.0% 7.6% VP Ops
E-Commerce $656k $734k $726k $626k (1.1%) 10.6% VP Products
Membership $180k $182k $255k $300k 39.7% 41.4% CFO 10% increase in full-year revenue. Q4 variance due to
combination of both earlier payments and additional
renewals expected Q1 2015.
Unrestricted Grants $526k $0k $833k $1,200k NA 58.4% CFO Grants process longer than expected
Monthly Recurring Revenue 3
NA NA NA NA NA NA
VP Products New metric - Total revenue received from recurring
subscriptions
Months of Cash 2.6x 1.4x 1.4x 2.6x 0.0% (46.2%) CFO To be discussed at the board meeting
FOSTER a data-driven learning culture
Staff Satisfaction (eNPS) NA 0.0% 11.0% 40.0% NA NA VP Ops Morale fell 12% from 1st survey and overall participation
down 14% In 2015, we are experimenting with survey
design, timing and feedback to staff to increase both
participation and the eNPS.
Notes
1. The Jive community platform is slated to be launched in Q1/Q2. Only then will we be able to measure participation. Exceeding or within 5% of target
2. Unrestricted Grants pipeline will be added in Q1 when process is entered into CRM Between 5% and 10% of target
3. Monthly Recurring Revenue will be measured beginning in Q1 Greater than 10% off target
This was expected as we were focused on other activities.
We are focusing on this number in 2015.
HISTORIC TARGET Growth
vs. Last Qtr
(QoQ)
Growth
vs. Last
Year (YoY)

34. Impact Dashboard provides external stakeholder communication on
our progress on our defined theory of change
Coming soon - enhanced Impact Dashboard
• Represents our logic
model –GuideStar’s
activities and outcomes
• Proxy measures include:
• Widely available info:
# data partners, #
API hits
• Standardization: GX
and Simplify rate of
adoption
• Feedback loops:
Great Nonprofits-like,
Philanthropedia
• Also include external
sector measures from
$4G (% research comps),
Giving USA (annual
giving $)