“Ellison Research has spoken with tens of thousands of donors over the years, and one thing that is consistent is that most people really don’t know much about how non-profits operate.  But even when people are misinformed, their perceptions still influence how they make giving decisions.  That’s why it’s so important to understand how people perceive charities in general, as well as why individual non-profits really need to learn how their own donors or potential donors see them.”