Nonprofits Should Personalize GuideStar Profile to Increase Visibility

CPAs & Advisors

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GuideStar is a website that provides impartial information about nonprofit organizations to the public for free. The website receives basic details about the organizations from the IRS, including contact information and a copy of Form 990. However, GuideStar encourages each nonprofit to claim its own profile in order to provide in-depth information that could interest donors, supporters and partners.     

How to update your nonprofit’s profile

Claiming and updating an organization’s profile is free for all nonprofits. Simply go to the GuideStar website ( and click on “Update Nonprofit Profile.” First, request permission to manage the profile, which should be processed within two business days, and then you will have access to customize the profile as desired. At a minimum, it is recommended that you add the names and contact information for the primary contact, organization leader, and board chair, along with the organization’s mission statement, geographic areas served and program names. Financial data and a description of the organization’s impact may also be added. Any changes that are made should be reflected on the GuideStar website within 48 hours.

Benefits of updating your nonprofit’s profile

Benefits provided by GuideStar, which vary based on the amount of information that is added to the profile, can include:

  • Adding a GuideStar participation logo to the organization’s website and printed materials
  • Access to the GuideStar promotional toolkit
  • Priority access to registration for GuideStar webinars
  • Discounted resources available from GuideStar partners, including training courses, fundraising tools and volunteer recruitment

More importantly, customizing a GuideStar profile allows you to share the organization’s story from your own perspective, including adding links to your website and social media pages. Keeping the profile current can also attract potential donors since fundraising websites, such as AmazonSmile, JustGive, and Network for Good pull organizations’ information directly from GuideStar.

It is important for nonprofits to increase their visibility and transparency in order to raise funds that will allow them to continue to serve the public. Personalizing an organization’s GuideStar profile is a free tool that will help accomplish this goal, so we encourage you to go to GuideStar’s website ( for more information and to get started.

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