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GuideStar: The Google of Nonprofit Data
How a 68-person team built the definitive source of truth for 1.8M nonprofits
Before you write that $10,000 check to a charity or invest in a social enterprise, you probably want to know: are they legit? For millions of donors and grantmakers, the answer lives at GuideStar. This isn't just a database—it's the central nervous system of American philanthropy.
"GuideStar doesn't just track nonprofits—it validates the entire charitable economy."
The Trust Paradox
With only 68 employees generating $9.5M in revenue, GuideStar achieves a staggering $140K revenue per employee. But here's the kicker: their Trustpilot rating sits at 2.7/5 from just 4 reviews. This reveals a fascinating tension—massive institutional adoption (46% direct traffic) versus individual user frustration. The platform is indispensable for grantmakers, but the UX clearly needs work.
The Rebrand Gamble
GuideStar is now 'Candid'—a 2019 rebrand that's still causing SEO confusion. Search volume for 'guidestar' (15K/month) dwarfs 'candid guidestar' (1K/month). The raw data shows they're hemorrhaging brand equity: 88% of traffic is 'undefined' (likely direct GuideStar queries), while the new identity struggles to gain traction. For product leaders, this is a masterclass in the cost of forcing change on a beloved utility.
The tech stack tells its own story. Built on jQuery and Bootstrap, it's not bleeding-edge, but it's stable. Vite powers their build process, while Google Analytics, Tag Manager, and Hotjar track every click. They're optimizing for conversion, not innovation—exactly what you want in a trust platform.
- 1.8M+ nonprofits indexed with 990 filings and 501(c)(3) verification
- 44% organic traffic proves they own 'nonprofit data' in search
- LinkedIn Insight Tag + Facebook Pixel = sophisticated donor retargeting
- Backlink profile of 12.8M puts them in the league of major media properties
The Ultimate B2B Infrastructure Play
GuideStar proves that boring data businesses are often the most defensible. While they struggle with consumer UX, they've made themselves irreplaceable to every foundation, major donor, and nonprofit in America. That's not a bug—it's the business model.
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Nonprofit data for donors, grantmakers, and businesses | GuideStar | Candid
Find and check a charity using Candid's GuideStar. Look up 501(c)(3) status, search 990s, create nonprofit organizations lists, and verify nonprofit information.
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Reviews (4)
Helpful for 501c3's to gain…
Helpful for 501c3's to gain searchability
It's great to find a "non-profit" equivalent of Trustpilot but they're too trusting
It's great to find a "non-profit" equivalent of Trustpilot but they do not allow user reviews and are far too trusting of the information provided by the organisations. A "bronze seal of transparency" can be obtained simply with an email and P.O. Box address...
No service after the sale
They are happy to sell your nonprofit subscription services, but have no resources for customer support. Their foundation directory product through Candid has absolutely no customer support. No phone number can be found on website. I had to use a third party to get a telephone number that leads only to voicemail or directs users to their website. New York office is closed at 2:00 pm during the business day. No way to reach a living breathing human being. How can businesses operate this way? Selling a product that is not supported is simply not ethical.
The site is too slow
The site is too slow. GuideStar used to be an incredible resource to learn about foundations, their personnel, finances, and giving history. Ever since the site was updated with new features (over the past year) the site is extremely slow to the point where it is almost unusable if you are on a networked computer. Foundation Directory Online (also owned by Candid) does not have this problem. It needs to be rectified, expecially given the new $3,000 price tag for "Premium" benefits.
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About guidestar.org
Find and check a charity using Candid's GuideStar. Look up 501(c)(3) status, search 990s, create nonprofit organizations lists, and verify nonprofit information.
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guidestar.org uses 22 technologies across their website including Google Fonts, HSTS, PHP, and more.
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Google Fonts
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PHP
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cdnjs, jsDelivr
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Cloudflare
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DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads, Facebook Pixel
Traffic & Audience
guidestar.org receives approximately 804.5K monthly visitors and ranks #73,757 globally. The website has a bounce rate of 56% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:58 on the site.
The majority of guidestar.org's traffic comes from undefined, undefined, .
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This page provides publicly available information about guidestar.org. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit guidestar.org directly at https://guidestar.org.