Demographics, equity, and population data for grantmaking

Standardize your demographic data collection to make insightful, impactful, and equitable giving decisions

Funders are increasingly asking demographic and equity questions of their grantees to better understand who they are and who they serve. Too many are asking the same questions during the application process. While the need for this information is growing, as a sector, we must try to meet these needs without causing undue burden on the organizations we seek to serve.

In 2019, Candid partnered with CHANGE Philanthropy and Equity in the Center to revise the language and approach to collecting and sharing demographic information and launched a new demographic survey on the GuideStar Profile.

Thousands of nonprofit organizations have responded to the call to share critical information about the demographic makeup of their leaders, board members, senior staff, and staff along race and ethnicity, gender identity, sexual orientation, and disability status.

You can integrate our Premier API into your grants management system (GMS) to access the most recent organizational demographics data on your grantees. This guide explains sections of the Premier API v3 response and offers use cases on how to leverage this data to further your equitable grantmaking journey.

Use cases

The comprehensive demographic, equity, and population data returned in the Premier API v3 response powers many different grantmaking use cases that flexibly fit within your existing or new grantmaking processes.

  • Streamline your application processes and participate in sector-wide efficiencies to reduce grantee burden while gaining access to incredibly detailed, insightful, and actionable data.
  • Add demographic, equity, and population data to grantee records, and automatically append this data as new grant applications are submitted.
  • Make fully informed grant decisions on the completeness of data directly in your systems or GMS.
  • Create powerful, data-driven reports and analysis on the impact of your grantmaking and the composition of your grantmaking portfolio.
  • Keep your records up to date with latest information refreshed on demand or automatically on a cadence that works best for your organization.

Organizational demographics data accessible via Premier API

We include the answers to the following demographic questions for each participating organization:

  • Race & Ethnicity
  • Gender Identity
  • Sexual Orientation
  • Disability Status

We include the answers for these staff and volunteer groups working at the organization:

  • CEO/Leader
  • Co-CEO/ Co-Leader
  • Board Members
  • Senior Staff
  • Staff

Organizational demographics are accessible with our Premier API, which contains all the data we ask organizations to complete when claiming and updating their profile on GuideStar.org.

"demographics": {
    "staff_level_totals": {
        "total_board_members": "20",
        "total_staff": "223",
        "total_senior_staff": "8"
    },
    "equity_strategies": {
        "data_compensation": true,
        "data_disparities": null,
        "data_root_cause": null,
        "data_programming_goals": null,
        "data_feedback": true,
        "data_demographics": null,
        "data_strategic_plan": false,
        "policy_standards": null,
        "policy_promotion": null,
        "policy_evaluation": true,
        "policy_community": null,
        "policy_leadership": true,
        "policy_satisfaction": null,
        "policy_equity": null,
        "equity_strategy_last_modified": "07/16/2020"
    },
    "categories": [
        {
            "category": "Race & Ethnicity",
            "board_members_not_collected": false,
            "staff_not_collected": false,
            "senior_staff_not_collected": false,
            "subcategories": [
                {
                    "subcategory": "Asian American/Pacific Islanders/Asian",
                    "board_members": 2,
                    "staff": 20,
                    "senior_staff": 2,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Black/African American/African",
                    "board_members": 4,
                    "staff": 20,
                    "senior_staff": 1,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Hispanic/Latino/Latina/Latinx",
                    "board_members": 1,
                    "staff": 15,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Native American/American Indian/Indigenous",
                    "board_members": 0,
                    "staff": 1,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "White/Caucasian/European",
                    "board_members": 11,
                    "staff": 110,
                    "senior_staff": 3,
                    "reported_by_ceo": true,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Multi-Racial/Multi-Ethnic (2+ races/ethnicities)",
                    "board_members": 2,
                    "staff": 6,
                    "senior_staff": 1,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Decline to state",
                    "board_members": null,
                    "staff": 5,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Unknown",
                    "board_members": null,
                    "staff": 42,
                    "senior_staff": 1,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                }
            ]
        },
        {
            "category": "Race & Ethnicity Other",
            "board_members_not_collected": false,
            "staff_not_collected": false,
            "senior_staff_not_collected": false,
            "subcategories": [
                {
                    "subcategory": "Other",
                    "board_members": null,
                    "staff": null,
                    "senior_staff": null,
                    "reported_by_ceo": null,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Other",
                    "board_members": null,
                    "staff": null,
                    "senior_staff": null,
                    "reported_by_ceo": null,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Middle Eastern",
                    "board_members": null,
                    "staff": 2,
                    "senior_staff": null,
                    "reported_by_ceo": null,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Race: Black; Ethnicity: Latinx",
                    "board_members": null,
                    "staff": 1,
                    "senior_staff": null,
                    "reported_by_ceo": null,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "South Asian",
                    "board_members": null,
                    "staff": 1,
                    "senior_staff": null,
                    "reported_by_ceo": null,
                    "reported_by_coceo": null
                }
            ]
        },
        {
            "category": "Gender Identity",
            "board_members_not_collected": false,
            "staff_not_collected": false,
            "senior_staff_not_collected": false,
            "subcategories": [
                {
                    "subcategory": "Female",
                    "board_members": 9,
                    "staff": 110,
                    "senior_staff": 4,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Male",
                    "board_members": 10,
                    "staff": 65,
                    "senior_staff": 4,
                    "reported_by_ceo": true,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Non-binary",
                    "board_members": null,
                    "staff": 5,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Decline to state",
                    "board_members": 1,
                    "staff": 3,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Unknown",
                    "board_members": null,
                    "staff": 40,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                }
            ]
        },
        {
            "category": "Gender Identity 2",
            "board_members_not_collected": false,
            "staff_not_collected": false,
            "senior_staff_not_collected": false,
            "subcategories": [
                {
                    "subcategory": "Transgender",
                    "board_members": null,
                    "staff": 2,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Not transgender (cisgender)",
                    "board_members": 2,
                    "staff": 153,
                    "senior_staff": 1,
                    "reported_by_ceo": true,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Decline to state",
                    "board_members": null,
                    "staff": 11,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Unknown",
                    "board_members": 18,
                    "staff": 57,
                    "senior_staff": 7,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                }
            ]
        },
        {
            "category": "Sexual Orientation",
            "board_members_not_collected": false,
            "staff_not_collected": false,
            "senior_staff_not_collected": false,
            "subcategories": [
                {
                    "subcategory": "Gay, Lesbian, Bisexual, or other sexual orientations in the LGBTQIA+ community",
                    "board_members": null,
                    "staff": 30,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Heterosexual or Straight",
                    "board_members": 20,
                    "staff": 143,
                    "senior_staff": 7,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Decline to state",
                    "board_members": null,
                    "staff": 7,
                    "senior_staff": null,
                    "reported_by_ceo": true,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Unknown",
                    "board_members": null,
                    "staff": 43,
                    "senior_staff": 1,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                }
            ]
        },
        {
            "category": "Disability Status",
            "board_members_not_collected": false,
            "staff_not_collected": false,
            "senior_staff_not_collected": false,
            "subcategories": [
                {
                    "subcategory": "Person with a disability",
                    "board_members": null,
                    "staff": 14,
                    "senior_staff": null,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Person without a disability",
                    "board_members": 20,
                    "staff": 158,
                    "senior_staff": 7,
                    "reported_by_ceo": false,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Decline to state",
                    "board_members": null,
                    "staff": 3,
                    "senior_staff": null,
                    "reported_by_ceo": true,
                    "reported_by_coceo": null
                },
                {
                    "subcategory": "Unknown",
                    "board_members": null,
                    "staff": 48,
                    "senior_staff": 1,
                    "reported_by_ceo": null,
                    "reported_by_coceo": null
                }
            ]
        }
    ]
},

Equity strategies accessible via Premier API

Organization equity strategies are available within the demographics section of Premier API and give an understanding of the equity strategies in place at an organization. These fields correspond to the checkboxes in the demographic survey.

"equity_strategies": {
    "data_compensation": true,
    "data_disparities": null,
    "data_root_cause": null,
    "data_programming_goals": null,
    "data_feedback": true,
    "data_demographics": null,
    "data_strategic_plan": false,
    "policy_standards": null,
    "policy_promotion": null,
    "policy_evaluation": true,
    "policy_community": null,
    "policy_leadership": true,
    "policy_satisfaction": null,
    "policy_equity": null,
    "equity_strategy_last_modified": "07/16/2020"
    },

Population served data accessible via Premier API

The Premier API includes the population served for each organization. Population Served describes who the organization supports: detailed characteristics (age, sex, race/ethnic heritage, etc.) of the population(s) being targeted as the intended beneficiary of support and services being provided.

Population served data can be used along with DEI data to paint a comprehensive picture of an organization's demographic and population served impact.

"pcs_codes": [
    {
        "pcs_facet": "Population with Gender/Age",
        "pcs_code": "PE030000",
        "pcs_description": "People of African descent",
        "pcs_parent_code": "PE000000",
        "pcs_parent_description": "Ethnic and racial groups"
    }, 
    {
        "pcs_facet": "Population with Gender/Age",
        "pcs_code": "PA010000",
        "pcs_description": "Children and youth",
        "pcs_parent_code": "PA000000",
        "pcs_parent_description": "Age groups"
    },
    {
        "pcs_facet": "Population with Gender/Age",
        "pcs_code": "PA020300",
        "pcs_description": "Seniors",
        "pcs_parent_code": "PA020000",
        "pcs_parent_description": "Adults"
    },
    {
        "pcs_facet": "Population with Gender/Age",
        "pcs_code": "PD010000",
        "pcs_description": "Families",
        "pcs_parent_code": "PD000000",
        "pcs_parent_description": "Family relationships"
    },
    {
        "pcs_facet": "Population with Gender/Age",
        "pcs_code": "PG030000",
        "pcs_description": "Economically disadvantaged people",
        "pcs_parent_code": "PG000000",
        "pcs_parent_description": "Social and economic status"
    },
    {
        "pcs_facet": "Population with Gender/Age",
        "pcs_code": "PJ020000",
        "pcs_description": "Unemployed people",
        "pcs_parent_code": "PJ000000",
        "pcs_parent_description": "Work status and occupations"
    },

Program level target populations accessible via Premier API

For GuideStar Profile Participants, program level target population data may be available to give you a greater understanding of the target population(s) served by any given program.

"programs": [
{
"name": "Children's Rights",
"description": "Millions of children have no access to education, work long hours under hazardous conditions and are forced to serve as soldiers in armed conflict. They suffer targeted attacks on their schools and teachers or languish in institutions or detention centers, where they endure inhumane conditions and assaults on their dignity. Young and immature, they are often easily exploited. In many cases, they are abused by the very individuals responsible for their care. We are working to help protect children around the world, so they can grow into adults.",
"target_population": "Children and youth (0-19 years)",
"target_population2": "",
"budget": "",
"areas_served": [
"Global"
]
},
{
"name": "Women's Rights",
"description": "Despite great strides made by the international women’s rights movement over many years, women and girls around the world are still married as children or trafficked into forced labor and sex slavery. They are refused access to education and political participation, and some are trapped in conflicts where rape is perpetrated as a weapon of war. Around the world, deaths related to pregnancy and childbirth are needlessly high, and women are prevented from making deeply personal choices in their private lives. Human Rights Watch is working toward the realization of women’s empowerment and gender equality—protecting the rights and improving the lives of women and girls on the ground.",
"target_population": "Females",
"target_population2": "LGBTQ people",
"budget": "",
"areas_served": [
"Global"
]
},
{
"name": "Business and Human Rights",
"description": "Human Rights Watch investigates human rights abuses linked to the economic activities of businesses, governments and key international institutions like the World Bank. We expose harmful practices by multinational corporations that can devastate vulnerable communities. We push tech companies to avoid complicity in government efforts to censor and persecute activists. We show how government failures and predatory business practices can combine to heap misery on the poor. We document the ways corruption in resource-rich countries can fuel abuse and cripple health and education systems. And we use our voice and our leverage to push for real change and help develop standards where they are lacking.",
"target_population": "General/Unspecified",
"target_population2": "",
"budget": "",
"areas_served": [
"Global"
]
},
{
"name": "Disability Rights",
"description": "Worldwide one billion individuals have a disability. Many people with disabilities live in conflict settings or in developing countries, where they experience a range of barriers to education, health care and other basic services. In many countries, they are subjected to violence and discrimination. People with disabilities are also often deprived of their right to live independently, as many are locked up in institutions, shackled, or cycled through the criminal justice system. Many of these human rights abuses are a result of entrenched stigma and a lack of community-based services essential to ensuring their rights, including under the UN Convention of the Rights of Persons with Disabilities. Our goal is to help change that, working closely together with disabled persons’ organizations and other partners.",
"target_population": "General/Unspecified",
"target_population2": "Aging, elderly, senior citizens",
"budget": "",
"areas_served": [
"Global"
]
},
{
"name": "Environment and Human Rights",
"description": "As the world urbanizes and industrializes, and as effects of climate change intensify, environmental crises will increasingly devastate the lives, health, and livelihoods of people around the globe. A lack of legal regulation and enforcement of industrial and artisanal mining, large-scale dams, deforestation, domestic water and sanitation systems, and heavily polluting industries can lead to host of human rights violations. Activists and ordinary citizens defending their rights to land and the environment may face intimidation, legal harassment and deadly violence. The primary victims of environmental harm are often impoverished and marginalized communities with limited opportunity to meaningfully participate in decision-making and public debate on environmental issues, and have little access to independent courts to achieve accountability and redress.",
"target_population": "General/Unspecified",
"target_population2": "",
"budget": "",
"areas_served": [
"Global"
]
},
{
"name": "International Justice",
"description": "Human Rights Watch considers international justice—accountability for genocide, war crimes, and crimes against humanity—to be an essential element of building respect for human rights. The International Justice Program works to shape investigations, bring about arrest and cooperation, and advocate for effective justice mechanisms. We actively engage with the work of the International Criminal Court and other international tribunals as well as the efforts of national courts, including in Guinea, Côte d’Ivoire, Democratic Republic of Congo, and Bosnia, to bring perpetrators of the worst crimes to justice. Human Rights Watch also supports the efforts of national courts to use their domestic laws to try those charged with serious crimes in violation of international law, regardless of where the crimes occurred.",
"target_population": "General/Unspecified",
"target_population2": "",
"budget": "",
"areas_served": [
"Global"
]
},
{
"name": "LGBT Rights",
"description": "People around the world face violence and inequality—and sometimes torture, even execution—because of who they love, how they look, or who they are. Sexual orientation and gender identity are integral aspects of our selves and should never lead to discrimination or abuse. Human Rights Watch works for lesbian, gay, bisexual, and transgender peoples' rights, and with activists representing a multiplicity of identities and issues. We document and expose abuses based on sexual orientation and gender identity worldwide, including torture, killing and executions, arrests under unjust laws, unequal treatment, censorship, medical abuses, discrimination in health and jobs and housing, domestic violence, abuses against children, and denial of family rights and recognition. We advocate for laws and policies that will protect everyone’s dignity. We work for a world where all people can enjoy their rights fully.",
"target_population": "LGBTQ people",
"target_population2": "Intersex people",
"budget": "",
"areas_served": [
"Global"
]
}

Platinum impact metrics target population served accessible via Premier API

For GuideStar Profile Participants who have reached the Platinum level of transparency, impact metric target population data may be available to give you a greater understanding of the target population(s) served by any given metric.

"platinum_metrics": [
{
"metric": "Number of clients participating in educational programs",
"years": [
{
"year": 2016,
"value": 1882.0
},
{
"year": 2017,
"value": 1931.0
},
{
"year": 2015,
"value": 1606.0
},
{
"year": 2018,
"value": 2285.0
},
{
"year": 2019,
"value": 2276.0
},
{
"year": 2020,
"value": 993.0
}
],
"target_population_served": [
"K-12 (5-19 years)",
"Economically disadvantaged, low-income, and poor people",
"Students"
],
"type_of_metric": "Output - describing our activities and reach",
"direction_of_success": "Increasing"
},
{
"metric": "Number of clients served",
"years": [
{
"year": 2016,
"value": 2833.0
},
{
"year": 2017,
"value": 2924.0
},
{
"year": 2015,
"value": 2760.0
},
{
"year": 2018,
"value": 3087.0
},
{
"year": 2019,
"value": 2522.0
},
{
"year": 2020,
"value": 1306.0
}
],
"target_population_served": [
"Economically disadvantaged, low-income, and poor people",
"Students",
"Aging, elderly, senior citizens"
],
"type_of_metric": "Output - describing our activities and reach",
"direction_of_success": "Increasing"
},
],

Learn more

For more information on how to interpret organizational demographic data from Premier API, please review this user guide:

Did this page help you?