Page 9 - Philanthropy – A common man’s perspective
P. 9

UNDERSTANDING THE COMMON MAN’S

       CLUTTERED MINDSPACE






        While the common man was able to list several organisations and
        initiatives that belong to this sector, they were unable to clearly
        distinguish between them.















                         The total awareness                           Which is far lower than
                                 of the highest                        other categories like
                  recalled organisation is at35% FMCG, Media etc.






                                                          6%         could not recall any
                                                                     organisation spontaneously








                                                                                3
                                                           2
                         5     organisations               INDIAN        INTERNATIONAL
                               recalled









                                  The distinction between NGO/CSR/foundation/faith-based
                                  organisations is blurred in the minds of the average Indian.
                                  Most brands recalled were incorrectly attributed to their respective
                                  categories. It became clearer once descriptors such as ‘foundation’ -
                                  were used in the name that helped to cue in the categories.













      * Foundation-A foundation is a non-profit organization that has its own source of funding to support its social activities/ initiatives. Unlike NGOs, it
      does not rely on public funding or charitable sources for carrying out its initiatives.
      * Faith based organizations-Faith based organizations are those that have their values based on a particular faith or religion and are engaged in
      helping people in need by donating food, clothes etc.
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