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February 2009 - Interview with Sandra Miniutti, Vice President of Marketing for CharityNavigator.com

Volunteering does not have to be overcomplicated or time-consuming. Even the smallest contribution has the potential to change a person’s life. Sandra Miniutti is the Vice President of Marketing for CharityNavigator.com, a website that promotes responsible and educated donation.

1) Your service evaluates the effectiveness of various charities making it worthwhile for both the person giving and the charity receiving donations to feel confident about their decisions. Based on these evaluations, is there a specific niche of charities that writers would feel confident giving to, and whose contributions would make the most impact?

Not that I’m aware of. Writers, as with all donors, should look for financially efficient and programmatically effective charities to support. But, perhaps, writers would have a greater interest in a literacy, library or educational charity.

2) What tips could you give to someone on a budget looking to donate his or her money? Are there specific charities that look for contributions that aren't monetary? In other words, what would be the best way for an author to contribute to a charity using their talents?

Someone with writing skills could be of great value to a charity. They could assist with writing marketing materials, grant applications, appeal letters to donors and web site content.

3) Why is it so important for people to give back to the community, and how can it be mutually beneficial?

I think people give in order to make the world a better place. Of course, donors in America can get a tax deduction for their charitable giving.

4) Besides a tax deduction and the "feel good" factor, what would your one piece of advice be for an author, or any individual, still on the bench about donating their time or money?

If they can volunteer in such a way that improves and showcases their skills, then it can also be beneficial to their resume. And the experience with the nonprofit could always be food for a writer to document.

5) Your company has spent a great deal of time assessing over 5,000 charities, why should someone use your services?

To have confidence in their charitable endeavors.

6. In today’s economy, why is it even more important for someone to reach out and donate either their time or money?

Because nonprofit organizations, just like for-profit entities, have seen revenues shrink. Many of them have had to lay off staff. They need funding and volunteers to compensate for these losses.

7. Do you think Americans in general are out of touch with what it means to donate? How would you like to see that change?

I think Americans are amazingly generous, but I think not everyone is an informed giver. I wish more people gave strategically --- picking a charity that matches their philanthropic passions, a charity that is fiscally healthy and delivering on its mission--- and concentrated their efforts ---giving to just a few charities instead of many and sticking with those same charities over the long haul.

8. CharityNavigetor.com focuses a lot on preventing donors from being taken advantage of. What is the number one piece of advice you would give to someone who is fearful of this?

Research the charity before you give. Make sure it has its financial health in order. Make sure it can clearly articulate its goals, accomplishments and challenges.

As Ms. Miniutti points out, people should be well informed about the organization they plan to aid before donating time or money. Be sure to do research beforehand, and stay away from charities that do not use their funds wisely. As CharityNavigator.com says, a good charity uses 100% of their donations for production or operating costs, not for padding CEO salaries.

We thank Ms. Miniutti for taking the time out of her schedule to answer our questions.

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