What is Demographics via Candid? How can my nonprofit participate?

Nonprofits like yours are being buried under funder requests for more demographic data, often submitting the same information multiple times, in custom formats, in grant applications and reports.  

Candid can help. When you submit your demographic data via Candid nonprofit profiles, funders can easily access it, all in one place. This means you spend less time collecting, preparing, and reporting data—and more time on your mission. 

How do I get started?

Step 1:  Get internal agreement  

Have a conversation with your nonprofit’s leadership about collecting and publicly sharing demographic data and explain the benefits, including how it saves time. 

Step 2:  Collect demographic data  

The next section will provide guidance on how to conduct a demographic survey using Candid’s simplified templates. Take these tips into account:

  • Don’t guess about demographic data, always ask  
  • Include a “decline to state option” for each question 
  • Make all parts of the survey voluntary  
  • Treat the data with sensitivity and confidentiality 

 Step 3: Claim or update your Candid nonprofit profile  

Update the organization demographics section accordingly and be sure to update your profile at least annually so funders are always viewing the most up-to-date information. For guidance on how to claim your profile, check out our short, on-demand course: How to claim your organization's Candid profile. 

How to create a demographic survey for your organization

Step 1: Save a copy of the survey templates 

  • We provide four separate surveys for each stakeholder group, available for free on Google Drive (please note that you must have a Google account to access these). 
  • Choose the form(s) you need based on the stakeholder group (e.g. leader, board, senior staff, and all staff), make a copy by right clicking on the form, and modify as needed.  

Step 2: Update the survey for your organization’s use 

  • Once you have saved a copy of the survey in “My Drive”, rename it and customize the sample text. Do NOT modify the questions or answer choices. 
  • Keep the form anonymous by keeping the “Collect email addresses” box unchecked.  
  • Preview the survey with the eye-shaped button to make sure it looks good before sending. 

Step 3: Send the survey(s) 

  • Gather the email addresses for each of your stakeholder groups: board members, CEO/Leader, senior staff, and all staff. 
  • Send the CEO/Leader survey first and make note of the responses to add to the senior staff and all staff data on the profile. 
  • Send the senior staff survey to people with authority over budget (typically VP, C-Suite, Director). Be sure to add this information to the all staff survey as well.  
  • Make note of how many people you are sending each survey, which will be used later to summarize responses on your profile.  
  • Click send on the upper right, choose the “send via link” option, and copy the survey URL(s).  
  • Send an email with the survey URL for each stakeholder group and include a deadline. Here is some template language to get you started: 

Subject: Please complete a 5-minute demographic survey 

Greetings colleagues, 

I'm writing to ask that you complete the following short demographic survey by [insert date]: [insert survey url]. 

To demonstrate our own organization's commitment to equity and to building an inclusive culture that values diverse perspectives in our work, we are using this survey, which was developed by experts in the field to help understand who leads and supports our organization. 

We will be transparent about the progress we are making by sharing this information externally on our Candid nonprofit profile and with funders and donors who request it. Our leader will be identified as an individual. Board and staff data will be displayed in aggregate form providing a snapshot of the group. 

The survey takes less than 5 minutes to complete. It is voluntary, anonymous, and you can select "decline to state" on any question. Thank you for participating. 

Step 4: Gather responses and share it on your Candid profile 

  • Find the survey responses in Google Drive under “My Drive.” 
  • Select the responses tab and complete the demographic section of your Candid profile using the results. The total number of board members, senior staff, and all staff should match the number of people you sent the survey to. 

What happens after I share this information? Is it required?

The voluntarily contributed information you report on your Candid profile is publicly available. While organizations are encouraged to provide as complete information as possible, we recognize that there are sensitivities to collecting and sharing demographic data publicly. For that reason, the options "decline to state" and “we do not collect this information” qualify as valid answers to the demographic questions required to earn a Gold Seal of Transparency. 

What are the benefits?

  • Free, personalized profile link for unlimited sharing  

I have more questions – who can I ask? 

Our customer support team is available at support@candid.org, Monday through Friday, 9 a.m. to 5 p.m. ET, to help nonprofits claim their profiles and answer any questions that arise along the way.   

You can also take a free, online course to learn how to claim your nonprofit’s Candid profile and leverage Seals of Transparency to amplify your organization’s work and connect with potential supporters.