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
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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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