MR 2012 - Third Sector Pioneers - Sathva - Final Report - 6A

Youth Attitudes and Preferences for NonWorking with Non-Profits
Group-6A
THIRD SECTOR PIONEERS
MARKETING RESEARCH REPORT
Dimple Singh Gopika Maya Gopal Gudiya Raviteja Kranthi Kumar Nara Vivek Nair
Youth Attitudes and Preferences for Working with Non-Profits
ACKNOWLEDGEMENT
We would like to express our sincere gratitude to our faculty for Marketing Research Prof. Deepak Gupta for giving us an opportunity to work on this wonderful project and guiding us throughout the way. Sincere thanks to our mentor Mr.Sandeep Rambhatla for providing us this project and also for his support throughout and also for sharing valuable insights. We would like to thank profoundly Ms.Sonal Kapoor, Mr. Murugan, Ms. Chandra Rekha Gunji for giving us valuable insights through interviews. We are indebted to the students and faculty of Amrita Vishwa Vidyapeetham, Coimbatore who were kind enough to participate in focus groups, interviews without complaining. And a very special thanks to all the respondents in Coimbatore who patiently filled up our questionnaire.
EXECUTIVE SUMMARY
The community/voluntary sector in India plays a very important role in bridging the gap between the haves and have nots. They have become a very effective means of helping the needy where government could not reach out to. Out of the close to 4 million NGOs present in India, even if half of them work effectively and efficiently, it would create a huge impact and change in the society. India would develop more rapidly if this happens. But unfortunately there are many limitations to the NGOs. Most of them are even striving hard for existence where as some of them fails to do what they intend to. There are some NGOs which are only started for money and are completely fraudulent. Some of the NGOs start on a very high note but fail to keep up the tempo and just gets sidelined with time. This can be changed if youth start working with NGOs. They bring their energy and enthusiasm into the NGOs and their never give up easily attitude would bring a huge change in functionality of NGOs and help them to start off again in the right track. But the current scenario is that NGOs are finding it very difficult to attract youngsters to work for them or contribute for the cause. This is the same situation that Sathva is currently facing in the recent times. We intend to find the reasons for youth keeping away from NGOs and also to find the most influencing factors for youngsters to join NGOs. This would help NGOs work on these lines to attract youngsters. Our research methodology includes exploratory researchsecondary data analysis, focus groups, expert interviews, unstructured interviews and an experiment with words. This was followed by a
questionnaire survey both online and offline. The sample size is 200 both of the means combined. The data collected from survey was analyzed using SPSS and inferences were drawn on many aspects. Recommendations have been given based on the factors which showed strong influence according to the data analysis. Our major research was done in general regarding to NGOs and not with respect to Sathva. But with the recommendations, we have considered and mapped our suggestions on how Sathva can use them to attract more youngsters.
TABLE OF CONTENTS
CHAPTER- 1 INTRODUCTION ....................................................................................................................................................... 5 1.1 INTRODUCTION NGOs ............................................................................................................. 6 1.2 ABOUT NGO SATHVA ................................................................................................................. 7 CHAAPTER- 2 RESEARCH DESIGN ........................................................................................................... 9 2.1 DM PROBLEM .......................................................................................................................... 10 2.2 MR PROBLEM AND RESEARCH OBJECTIVES .............................................................................. 10 2.3 RESEARCH METHODOLOGY ...................................................................................................... 11 2.4 SAMPLING PLAN ...................................................................................................................... 12 2.5 DATA COLLECTION AND CLEANING .......................................................................................... 12 2.6 DATA ANALYSIS PLAN ............................................................................................................... 13 CHAPTER- 3 EXPLORATORY RESEARCH SECONDARY DATA ANALYSIS................................................... 14 3.1 INTRODUCTION........................................................................................................................ 15 CHAPTER- 4 EXPLORATORY RESEARCH- QUALITATIVE METHODS ........................................................... 35 4.1 EXPLORATORY RESEACH .......................................................................................................... 36 4.2 FOCUS GROUPS ....................................................................................................................... 37 4.3 EXPERT INTERVIEW .................................................................................................................. 42 4.4 UNSTRUCTURED INTERVIEW ................................................................................................... 44 4.5 EXPERIMENT WITH WORDS ..................................................................................................... 45 4.6 OVERALL INSIGHTS................................................................................................................... 46 CHAPTER- 5 DESCRIPTIVE RESEARCH .................................................................................................... 48 5.1 INTRODUCTION........................................................................................................................ 49 5.2 DESCRIPTIVE METHODOLOGY .................................................................................................. 51 5.3 SURVEY ANALYSIS .................................................................................................................... 53 5.4 OTHER RESULTS ....................................................................................................................... 90 CHAPTER- 6 RECOMMENDATIONS ........................................................................................................ 91 APPENDIX ...................................................................................................................................... 97 REFERENCES ............................................................................................................................... 148
1CHAPTER 1INTRODUCTION
1.1 INTRODUCTION
NGO initiative for rural women pays off- THE HINDU
NGO helps poor students excel in SSC- Deccan Chronicle International NGO prepares how-to' guide to RTI Act- THE HINDU A New Chapter in Age care Initiatives- HelpAge India Corporation, NGO to plant 40,000 saplings- Hindustan Times Power of one- Outlook Money (about Sathva) These are some of the headlines in the leading newspapers. These show the ever growing impact and benefits of NGOs. The community sector or the voluntary sector in India is huge and is fighting many social and socio economic issues. The same is called Third sector with reference to public sector and private sector. The main focus of NGOs is to deliver social benefits in a variety of forms, rather than to generate profit for distribution to its members. They will usually be governed by volunteers, be independent of government. Apart from the betterment of the people there are many NGOs in India which work for various causes such as saving the plants, animals, natural bodies like rivers etc. NGOs are making difference in many lives and instigating a feel in people to do selfless work. NGOs work effectiveness is possible with youth as they bring in energy and enthusiasm and come without any prejudices and they have the capability to change things around. Currently, we do have youngsters working for NGOs but not at an adequate level which is a cause of concern.
Youth is the future of the nation
This project Youth Attitudes and Preferences for Working with Non-Profits has been provided by Mr. Sandeep Rambhatla, founder of NGO SATHVA, as they find it hard to attract youngsters to join their organization.
1.2 ABOUT SATHVA

The NGO SATHVA was founded by Mr. Sandeep Rambhatla along with his engineering classmates in June 2001 to advance human welfare. Their major activities involve Broken down that means feeding the hungry, educating the meritorious in need, empowering the deserving and always acting on the basis of collective consciences to make lives better, beautiful and bold.
Achievements of SATHVA
Donated over Rs.10 Lakhs towards Medical Assistance, Educational Assistance and other welfare activities. Organized Awareness camps, Personality Development workshops & Blood donation Camps. Adopted a village Veerankunnam, to build a self sufficient community. Donated multi specialty gym equipment for a Special School.
Success has nothing to do with what you gain in life or accomplish yourself. Its what you do for others - DANNY THOMAS
CHAPTER 2 RESEARCH DESIGN
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2.1. DM PROBLEM
Many of us would have somewhere buried deeply in our thoughts, an intention to serve for a social cause or help people in need. How many times we would have felt seeing children and old people on the streets that can something be done to help them. Inspite of these, many NGOs currently are facing the same common problem of not being able to attract youngsters. So Mr. Sandeep wants to find: What does it take for these feelings and intensions to get stronger and actually turn out into actions? What can an NGO actually do to trigger these feelings?
2.2. MR PROBLEM AND RESEARCH OBJECTIVES

To move further on this front through marketing research we need to answer What are the deciding/ influencing factors for youngsters (people within the age group 21-35 years) to join an NGO and work for its cause? The set of specific questions (components of MR problem) we intend to address during the course of our research are Have the current youngsters atleast thought of joining a NGO and work for any social cause and if they have ever thought NGO as a career choice? What are the drivers for this thought process? Is it situational or internal feel of responsibility of giving something back to the society? What social causes the youngsters usually respond to?
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What is the perception of NGOs among youngsters? How do youngsters choose an NGO from a large number of NGOs working for different causes and what are the factors affecting their choice? In this age of fast pace, ambitious career orientation what really keeps youngsters away from getting associated with an NGO? Are the NGOs able to reach out to people to convince them to volunteer and work for their cause?
2.3. RESEARCH METHODOLOGY

The following figure shows the research methodology we adopted to carry out our research in phases and steps taken up in each phase.
Secondary Research Sources

NGO Websites Other websites Magazines Interviews Blogs
Qualitative
Focus Group Expert Interviews Unstructured brief talks Experiment with words.
Quantitative
Survey Online Offline Two questionnaires Individuals NGOs
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2.4. SAMPLING PLAN

Target population: The target population was initially given as youngsters in the age group of 25-35 years. But we felt that now-a-days youngsters around 21 years complete their graduation and have job offers by the time they leave college. They are more independent in their thought process. So we felt that the target group of 21-35 years would be a much better representation. On consultation with our mentor we confirmed our target group to be 21-35 years.
Sampling Procedure: We planned to use quota sampling to make sure that we get a representation from different areas of Coimbatore. Also we intend to use judgmental sampling to choose people from our target age group of 21-35 years. And for NGOs we intend to use snowball sampling as it would be difficult to get responses from NGOs through direct approach.
Sample Size: We decided to have a sample size close to 200. We chose to stop with 113 respondents from offline survey as we had got 87 responses online so that the total sample size would be 200.
2.5. DATA COLLECTION AND CLEANING

The data collection was done using Survey method. We used both online and offline survey methods. We designed two questionnaires- one for individuals and one for NGOs. All these data was properly entered into SPSS data files and cross
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verified by other members in the group for errors. The errors found out were corrected by cross checking with the response sheets. In case of missing
responses or ambiguity in responses, we marked them as Missing Value and assigned a value of 99 for that question alone.
2.6. DATA ANALYSIS PLAN

We prepared a code book for the questionnaires and data entry was done into the SPSS data files. The analysis was carried through SPSS and different tests were conducted to analyze the importance of different factors and the extent of influence of them on youngsters in working with NGOs, their attitudes towards NGOs, their preferences for NGOs.
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CHAPTER 3 EXPLORATORY RESEARCHSECONDARY DATA ANALYSIS
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3.1 INTRODUCTION- SECONDARY RESEARCH

When we started our secondary research, our first objective was to understand the role NGOs are playing in India, different types of NGOs present, different causes they are working for and how they carry out their activities and the total functioning of an NGO in general. Then we moved on to know different ways NGOs make use of to attract volunteers mainly youth, why people start working for NGOs/social causes, how NGOs reach out to people, the challenges they face in doing the same and how they are trying to overcome these issues. The last was to know different perceptions and opinions youngsters have about NGOs and social causes. Our secondary data presented below goes in the same order. The major sources for us were NGO websites, articles in journals and magazines, other websites such as ngosindia.com which provides a whole lot of information about NGOs in India, published interviews on internet and blogs where youngsters post their opinions on NGOs.
What does an NGO do?

NGOs in India play a very important role in helping people in different ways. They focus on the poor and the needy segments of the society. NGOs perform a very crucial role in India. They try to bridge the gap in the society by conducting several outreach and welfare programs for the people who are in variety of needs.
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NGOs perform a variety of activities and conduct several welfare programs. For example, there are NGOs that provide help during the extreme situations like medical emergency. If there is a plague in a city, they will come forward to help the people by sending volunteers to help the victims, and by providing medicine and food for them. If there is a natural disaster like earth quake and flood occur in the country they provide them with food, medicine and temporary shelter. When Tsunami struck India many NGOs came forward with their help in terms of food, medical supplies and volunteers. Helping people in times of a catastrophe is one of the roles of NGOs.
How many NGOs are there in INDIA? INDIA: MORE NGOS, THAN SCHOOLS AND HEALTH CENTRES
Housing the largest number of active non-government, not-for-profit organizations, an estimated 3.3 million of them in 2009, India has an NGO for every 400 people. While the government is the biggest donor for these organizations, private sector companies are yet to venture seriously into philanthropy. According to experts, it may rise to 4 million by 2012.
http://southasia.oneworld.net/todaysheadlines/india-more-ngos-than-schools-and-health-centres
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Some typical forms of NGOs

Advocacy These NGOs basically work on advocacy or campaigning on issues or causes. e.g. PETA works on advocating the cause of Ethical Treatment of Animals.
Consultancy/Research Organisations These NGOs work on Social and Developmental Research & Consultancy
Training/Capacity Building Organisations In the NGO Sector, training is usually called as Capacity Building. Some NGOs only work on Capacity Building of the other NGOs Networking Organisations These NGOs provide vital network opportunities for NGOs in a specific field e.g. Association of Voluntary Agencies for Rural Development (AVARD) works on networking of NGOs working in the field of Rural Development
Mother NGOs These NGOs are recipients as well as givers. E.g. large NGOs like CRY, Concern India receive funds as well as disburse funds.
For all these it is very important that the NGOs should get enough financial support to run their welfare schemes and programs.
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Now a days, NGOs are also trying to gather information on various segments of the society to identify various needs of people in specific areas. Apart from that they also conduct various awareness programs to create social awareness on different areas like health issues, educational issues etc. They also conduct fund raising events and campaigns to raise funds for their organization to implement their welfare programs.
There are many reasons that drive people to associate themselves with NGOs or work for social causes.
We can divide the persons associated with NGOs/social causes into three categories based on the reason why they become a part of it. The 3 major reasons which drive the thought process of a person towards working for a cause:
Directly Affected Parties: People who have either gone through a similar situation or have had people who are near and dear to them go through the same. These people are the most likely to start NGOs or be strongly associated with them.
Internal feeling of responsibility: People who strongly relate themselves with the cause and feel the importance of it tend to contribute by volunteering, etc. This comes from the environment they grow in, ethics their parents impart to them and the feeling of giving back something to the society they grow in.
Situational inspiration: People who start working with NGOs due to being inspired by seeing something or facing a situation which moves them and makes
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the feeling to work for social cause really strong. The situation might involve anyone and the affected might not be close to the person.
There might be many other reasons people start off like working along with friends or groups, for the sake of certificates and good resume credits, etc. Also volunteers also saw volunteering as an opportunity to learn caring skills or to put their own skills to good use, for personal growth and to attract good things towards themselves. A few of the volunteers might volunteer, hoping to gain community recognition. But the work being done to get resume credits did not come up at any point of time from the respondents either during the exploratory research or survey. So we did not give it much consideration.
But we feel the first categorized three are the strong reasons for people to start and keep working for long periods and get associated strongly for the cause.
SIMILAR STUDY DONE

Since non-profit organization are presumed to be value-expressive and oriented towards the ideas of social change and self sacrificing service, personal commitment to an organizations work, pragmatic reasons or convenience, and earlier life experiences as volunteers or service users were the three most important factors influencing individuals to enter the nonprofit workforce.
According to the study conducted by Onyx and Maclean on Factors Influencing Nonprofit Career Choice the management-level staffs who were interviewed for
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this study indicated that they choose working in an NGO due to their personal commitment to the organizations work, close to one-third of those interviewed indicated that faith played an important role in leading them to NGO work.
Social networks within ones ethno religious community were also found to play an important role, even for individuals who indicated they were not motivated by faith. While a majority of the individuals interviewed (more than two-thirds) indicated that they chose their position due to past professional experience in health and social services, among other reasons. The table for this study has been given below.
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OUR BEST WORK- ANSWERS STRAIGHT FROM THE HORSES MOUTH
We were really lucky to come across these interviews done by theviewspaper.net website with readers of an article called So You Want Non-profit? who work for such organizations, and who have transitioned to nonprofit work from other sectors and following are the stories shared by them.
Some of the excerpts from the interviews of founders and volunteers for NGOs from the internet which answer our research questions directly.
An Interview with Ujjwal, an NGO

You rarely see a 20 yr old student who is as filled with enthusiasm as Jeevesh here. Jeevesh Pandey is a BCA-3rd year student who is also the President of an NGO by the name of Ujjwal-The Light of Youth, in Lucknow. VP: Jeevesh, tell us something about your NGO, why and how it was started, the problems you faced ? Jeevesh: I always wanted to give back something to the society. As a child, I used to feel very sad for beggars and poor people, like most of us, and even as I grew up, I realized that it was a grim reality which needed to be changed, and we cannot put the entire onus on the govt. Thanks to some very supportive parents, my wish to start an NGO was fulfilled when I entered into my graduation. I started out with 3 of my likeminded friends. We had set some goals in our minds i.e., to protect the poor, fight for their rights, respect them, and do something to protect our environment. We initially had to do some running from pillar to post to make our NGO recognized but it wasnt such a big hassle. Also, even if we did not get the approval, we knew we had to do something for our society and the planet.
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VP: What was the response of your peers when you started the NGO? Jeevesh: Some were quite supportive, but I dont know why they didnt join me. Maybe it was due to some family pressure, because parents still think that most NGOs are nothing but hogwash. I know that yes, there are some NGOs which are just money making machines, but that doesnt mean you stop trusting NGOs. There are some good people and some bad in every industry! Besides this, some people tried to write our initiative off, saying that we lacked the skills & information needed to actually do some good for the society and environment. However, there was no dearth of support for our initiative as teachers and people hailed our effort which acted as a moral booster for us at Ujjwal. VP: What do you think is the role of the media towards sensitizing people, especially the youth, toward social & environmental causes? Jeevesh: Of course, the media has a very important role to play when it comes to waking up the youth. VP: Do you have any message for the youth? Jeevesh: I have a very simple and clear cut message for the youth. I believe that it is the youth which has to bring change to India. It is us, who have to replace the negatives from our society and adopt changes which are really positive. We also have to make sure that we protect our environment or we too will cease to exist. All the power for change lies with the youth. Sop start right now and do something good! Dont be afraid of the hurdles ahead, they are just there to strike fear into you. Think of them as the challenges and youll bring a positive change for all of us.
For whole interview: http://theviewspaper.net/an-interview-with-ujjwal-an-ngo/
An Interview with Anirban Gupta, Founder of NGO Dhriiti

Mr. Anirban Gupta is the Founder and Director, Dhriiti-the courage within, a Non-Governmental Organization in the field of entrepreneurship and micro enterprises. Mr. Gupta did his Bachelors in Economics from Kirori Mal College, Delhi University and went on to do his Rural Management from Xaviers Institute of Management, Bhubaneswar. He worked with FODRA, an NGO working in north east Delhi. A few months later, he moved on to start Dhriiti along with two other friends. Mr. Gupta is an individual with a very pragmatic viewpoint towards the solutions of economic problems
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DJ: What inspired you to start Dhriiti? AG: Like most youngsters, I was quite uncertain about what I would like to pursue after my graduation. After trying my luck at advertising and journalism (where all that I really enjoyed was the excellent and surprisingly cheap food they offered) I went on to work with the non-governmental organization FODRA in north east Delhi. Interacting with the different genres of people who shared amazingly varied school of thoughts, and with diversified solutions towards solving the common problems that we as a society have always endured, I realized this was where I could apply all the knowledge I had gained through my classroom education and share its benefits through its practical application. I went on to start my own venture with two of my friends. DJ: What were the difficulties that you faced as an entrepreneur in terms of inspiration and operation? AJ: Inspiration was a motive difficult to materialize. People generally are comfortable when idyllic conventions are furthered. Change is something that is not always desired. The mindless MBA band wagon that took the minds of the youngsters by a swirl made this task a tad more difficult. The craving for plump placements in the corporate world has greatly overshadowed the opportunities that lie unexplored in most other ventures. Once the students and their parents were convinced about the pleasant change that such thoughts could induce into their lives, operation remained a task more easily accomplished,improvement of the entire society. The problem of unemployment cannot be solved by creating more jobs, but rather by shifting the focus towards education for self employment. DJ: What would be your advice to the youth today? AG: The youth today is more focused on pursuing a course of action that ensures a luxurious future. The lust for corporate jobs is not something that has arisen out of a long nurtured desire, not for everyone. True accomplishment lies in being honest to ones interests and desires and applying it in a way that it ensures a holistic development. Application of ones knowledge gained through learning in any subject is what will assure a bright and vivid future for them.
For whole interview http://theviewspaper.net/an-interview-with-anirban-gupta-founder-of-ngodhriiti/
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An Interview with Ms. Paramjit Kaur, Director of Ashraya Adhikar Abhiyan

Ms. Paramjit Kaur is the Director of Ashraya Adhikar Abhiyan (AAA), an NGO associated with the rights for homeless people. VP: With this wonderful work that you are doing, how do you see the role of the youth in supporting your cause? Do you run any awareness program targeting the youth? Ms.PK: The youth has a very important role along with the civic society. First, the youth needs to come forward and be sensitive to the cause of the less privileged brethren. We need a hardcore team of workers at the ground level and do require the support of youth in our cause. We have a fleet of about 120 volunteers, but most of them are from the homeless community itself. The college students prefer softy volunteer work, which wont help the cause. They have to put some serious work into this, so that these people live a dignified life. VP: The youth of our country are more goal oriented, they want a secure financial life. Also they want to help out in the causes concerning our society. Ms.PK: They can start at the grassroots level, they can start from the places where they study, they work, or they live. They can open debates and discussions, and address the needs of under privileged people. They can mobilize the resources, and help the NGOs through their references. They can create a network of people who are committed and realize that they have a social responsibility too. VP: Any message for the youth of our country? Ms.PK: Dont wait for personal recognition, and be committed, work hard. If you are convinced for a cause, go for it, keep going. Dont try to hog the limelight. We have a team of committed youth, one of my colleagues left his bright career, at the age of 28 years, just to help in our cause. Above all, Gandhian values have to be incorporated in our youth.
For whole interview http://theviewspaper.net/an-interview-with-ms-paramjit-kaur-director-ofashraya-adhikar-abhiyan/
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An Interview with Founders of MAD

Make A Difference, aka MAD, a venture started by Sujith Varkey and Jithin C Nedumala, has come a long way in empowering orphans and arming them with education and employment. VP. Its takes a lot of bravado to actually call oneself MAD. Can you detail the origins story (we are sure there is one)? MAD was started by a few of us during our college years. And hence it was, and still is in some respects, a predominantly youth organization. We wanted to call ourselves MAD not as a show of bravado, but more because it somehow brought some youth edge into it. In college, a few of us happened to pay a visit to a local boys home to distribute sweets. While leaving, we asked them what they wanted when we visited next time. And surprisingly enough, the boys there asked for books. We were shocked by this request. These werent ordinary kids, we realized. They had potential, they had the passion; but never quite had the opportunities. VP: How do you encourage common people to do their bit? This refrain is precisely what MAD wanted to address. In a survey we conducted, we found that the youth force especially wanted to help out with causes, but never quite knew why. We identified a cause: the education of under-privileged children. In effect, what MAD does is to connect the two dots so that youre no longer just one guy. Youre one of the guys who want to make a difference, and will do precisely that! VP: In any NGO the volunteers are the bloodline of the organization, what qualities are you looking for in a MAD volunteer? [Apart from being MAD of course] An asylum record. No, just kidding. For our English volunteers we make sure they have good knowledge of the English language and are committed to the cause. We also require that the volunteer be present in the same city for the time duration of 1 year as it is not feasible to keep on changing volunteers. This might seem a bit too much to ask, but:
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We cant train new volunteers every other month We cant let our children be taken on the roller-coaster ride of having a different volunteer every couple of weeks.
VP: Your views on the youth of today. The youth of today, especially when it comes to a country such as India, have enormous potential. We are the biggest youthful population in the world if Im not wrong. The youth force is that of power, determination and conviction. If you harness that force, great things can be done.
For whole interview http://theviewspaper.net/an-interview-with-founders-of-mad/
Interview with Gurleen Khandpur Founder FREE

Gurleen Khandpur, a 21 year old, She set up FREE, an NGO to work on issues specifically related to gender and sexuality, almost one and half years ago. With supportive friends, with people raising questions on how this can not exactly be a full fledged career and with a brave and inspired heart, she is now on her way of creating a change in helping people think about themselves and people surrounding them in a better manner. VP: What inspired you to start FREE? Gurleen: It was basically a question and an opportunity. The question was, if there was a certain thing you would change in the world, what would that be? And also if you have the courage to take a stand and do something about it. I was constantly talking to people, the issue hurled in my mind all the time. I asked myself, can I take it up and make a difference? I figured out I could. I picked this issue over the myriad problems like literacy, poverty that we are facing and I narrowed down on the evils like child sexual abuse, peer pressure, domestic violence, and the works since these issues are so much related to everything we do but they still go so unnoticed!
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VP: What can the youth do on their level to tackle the problems of sexual abuse? Gurleen:The first thing they can do is look within themselves. You need to question yourself no matter how secular you think you are since there is always a beyond. You need to think about the things you are not okay with, be rational about them and go deeper. Secondly, they need to keep their eyes and ears open, talk to people and try to find information about the things they have doubts on. Thirdly, in any casual conversation, let it slip amongst your friends and let them know that you are not going to judge them on anything that they have been through in the past or might go through in the future. You should also arm yourself with contacts of people and organizations that can be of any help to them in case they go through any kind of abuse
For whole interview http://theviewspaper.net/interview-with-gurleen-khandpur-founder-free/
Interview with Youth Icon

Mr.Samarth Agarwall is the National President of the NGO Make a Difference popularly known as MAD. In addition he also heads the Delhi chapter of the organisation. What brought about the transition from being an investment banker to working in the education sector, particularly with underprivileged children? I had already worked with MAD for two years, while continuing with my earlier job. I have always been entrepreneurial in nature and more specifically was bitten by the education bug. So I decided to take up an entrepreneurial and leadership role by becoming in charge of the Delhi chapter of MAD. What made you choose MAD? Having been a part of it for two years it was something I believed in strongly. MAD is an organisation that provides college students with an opportunity to take up a responsible role in bringing about a change and providing such opportunities to them is important and MAD acts as one such avenue. MAD is a non-profit organisation giving opportunities to young people to emerge as leaders.
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At present MAD centres are mostly located in the bigger cities. The inequalities of education are even more glaring in the smaller towns of India, where even private schools do not offer good quality education. Do you plan to take MAD to the smaller towns? MAD centres are currently there in 19 cities and new centres are coming up in five to six cities. There are plans of expanding to the Tier I and Tier II cities. However MAD is focussed on a volunteer base of urban youth, who would not want to go and work in the rural areas. Since the main aim of the organisation is to teach English, we need volunteers of certain standards and particularly strong grounding in English. It is difficult to find this kind of a volunteer base in the smaller towns. Apart from a student volunteer base MAD also has an Employee Volunteer Programme, can you throw some light on this programme.
For whole interview http://theviewspaper.net/interview-with-youth-icon-2/
So, why did they go for a nonprofit? What keeps them there? Some of the opinions in this regard from guests during a conference on NonProfits in India. It's About Making a Difference I have always had a heart for the orphaned and abandoned children in 3rd world countries. I'm unable to travel to help them, but I can make a difference by working in an organization that does so much to help them. When I read the letters the children we are helping send to us here at Orphan's Lifeline Int'l, my heart is often broken by their stories and by their thankfulness that we have provided children's homes for them to live in, food for them to eat, medical care, and a good education. When I see these kids who had no hope of a future before we began to help them now graduating from high school and going on to college or trade schools, it makes it all worth it. I am SO blessed to work here!Guest Faith Adams
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Our NGOs generates self employment Our organizations main aim is to generate self employment in men and women. So they can earn money for their families and children. So they give better life to their children. In this field our NGO Aditi foundation sansthan is working. Our NGO working in the field of tailoring the clothes from doing this work they can earn money.Guest Devesh Solanki
Not only am I able but I am willing. I've always known I wanted to be more socially conscious. It was just a matter of finding a cause that spoke and resonated with me. I particularly enjoy the idea of contributing what has been instilled in me by God to those who in some shape or form can benefit as a result.Guest Jared Feels good to Work for NGO I am working with a Non Profit Organization known The Indian Council for Mental Health (ICMH). ICMH serve their services to the Mentally Challenged, Cerebral Palsy, Down Syndrome, Autism and Hearing Impaired children. I am associated with this NGO from past one and half years. It always feels good to do any social cause and get paid for that. I am emotionally attached with this Organization. It feels proud to be associated with them. Guest Charannya Ganesan To Change the World I have always felt the need to have meaning in my life. I feel that if Im doing nothing more than lining my own pockets & taking care of my own family then what good am I to the world? As Jesus said, (paraphrased) to whom much is given, much is expected. Also, as Laura stated, People in the NP industry are generally more honest and caring. Honest with you, and honest with themselves. Which makes everyone's lives easier. It's hard work and less pay, but at the end of the day I've done SOMETHING to make a difference. Guest Scott
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Let us see what youngsters have to say about the NGOs:

NGOs do not pay their employees a salary that can even sustain themselves. This needs to change if NGO's need to get in good people. Because what good is it if the NGO's mission is to work against poverty while they keep their own employees poor??? I'm not suggesting that NGO's should pay their employees at par with the corporate; but atleast enough to sustain themselves and their family in our world where prices are only going up day by day. Working with an NGO, gives you a kind of satisfaction which is more than money. I wish more n more people must come forward to work in NGOs, so that we could make our society free from every bad thing. These days live has became so materialistic, that our first priority is earning money, which is also important. It is a very general feeling among people that most of the time social work is done for free i.e. is there is no proper salary in this sector. People should work for people life. We can always see there are plenty of people who kept pet animals in their home. If they can love animals why cant they work for human being? People are dying every single day...Nobody cares. NGO sector being very unpopular, many even dont know the full form of NGO, might be the manner in which NGOs work are very less popular. So is it because of the lack of advertisement that they fail to reach to people and that makes it unpopular sector to work with. We came across many links wherein people have posted queries about getting the information about an NGO and have generated interest to get associated with non-profit workforce, but have hardly received any response. This might also be one of the reasons for people to lose interest. There has to have an active involvement from the managementlevel staffs of a particular NGO who can respond to such queries.
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Is there anyway can the NGO can connect people?

Online volunteering is a great way to connect with people and become a part of a great cause from the confines of your home. It allows active participation of people of all ages since if you have access to a computer and the Internet, you can do online volunteering. It is a matter of great joy that many NGOs are tapping this method of volunteering. It is in fact a great help in providing NGOs with new and additional talent and skills and also in creating a more diverse volunteer base. There are many people who thought have the wish to volunteer are not able to do so. This may be because of disability, work schedule, home obligations, and sometimes even because of transportation difficulties. For such people this is indeed a God-sent opportunity as they can play a variety of roles in helping NGOs. Those people who have skills in teaching, good writing ability, knowledge of foreign languages, expertise in project management, etc. can help in this way. Another highlight of online volunteering is you do not have to follow strict time schedules. You can work at any time of the day or night you feel convenient. You can assist with sponsor letters, promotional material, accounting, legal advice, website maintenance and promotion, etc. It also gives you the option of choosing a task that allows you to access your unique capabilities and skills. When volunteers dedicate a few hours of their time and expertise, it helps in keeping down the administration costs of the NGOs to a bare minimum. So support and make a change in the lives of the poor and downtrodden by virtual volunteering. Ref:http://www.tkf.org.in/blog/online-volunteering-opening-up-exciting-opportunities/
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Some of the Methods used by NGOs to attract volunteers

We went through the websites of various NGOs to figure out the different approaches of the NGOs to get people involved with it.
NGO: HelpAge
Donate Now Sell Your Stuff on E-bay Leave a gift in your will Starting a fundraising page with virgin mobile.
These are some of the methods adopted by HelpAge to attract youngsters. These are very interesting and it is clear they are targeted towards youngsters.
SOURCE : http://www.helpage.org/get-involved/
NGO: Nizhal Maiyyam

Project Unavu Unavu, meaning food in Tamil, is one of the three basic necessities for survival. Project Unavu was initiated by our own members towards regular feeding of children who are underprivileged, physically and mentally challenged and those from orphanages. We have a time frame and we provide food for them at regular intervals. It invites people to be a part of it.
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Other approaches of Nizhal Maiyyam Tree Plantation Funding Education Though the actual work done is feeding beggars, they organize tree plantation to attract youngsters to start working with them and during these programs they convey their actual work and request for participation.
SOURCE : http://www.nizhalmaiyam.org/how-you-can-help.html
NGO: PROTSAHAN FOUNDATION

Direct Donations Corporates Development Agencies National and international organisations (educational institutions, donor organisations etc) can partner with us under Alliances to further the development initiatives at grassroots level. Individuals: Individuala can support by :

Donating Online through Cheque/Demand Draft
Celebrities:
It has received immense support from many celebrities of the country and their contribution in bringing the foundation to this height has been really great.
Protsahan mainly depends on organizing interesting activities such as photography workshops, handicraft sessions, dance training, etc by volunteers which automatically would attract youngsters.
SOURCE : http://www.protsahanindiafoundation.org/involved.php
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ARTICLES IN MEDIA
Many people feel that the good work done by NGOs goes unnoticed and without any rewards and recognitions. But in the recent past even media is coming up and taking the responsibility to spread a good word about the organizations which are thriving hard for the betterment of the society. We can take examples of articles that have been published on Sathva and Mr.Murugan. Article Power of one on Sathva published in Outlook dated Jun 27, 2011. Article on Mr.Murugan, founder of Nizhal Maiyam NGO published in Business Line dated Jan6, 2011. Articles like these spread awareness among people about the activities being taken up by the organization and the results and impact of them. This will definitely give a positive impression and helps in attracting more people and based on the journals or magazines in which the article being published, more youth can come to know of the NGOs and the work being done. We will not stop here by saying these are some of the points we picked up from our secondary research because we had access to some very good interviews and data which has insights coming in throughout and we would not like to just summarize all of them in a few lines.
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CHAPTER 4 EXPLORATORY RESEARCH

QUALITATIVE METHODS
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4.1. INTRODUCTION
Exploratory research is the next step of market research process. We intend to gain more insights and answers to the research questions. We need to decide upon an optimum number of factors which can be used in the questionnaire for analysis and to arrive at factors which are the most influencing. As a part of exploratory research we conducted focus groups, expert interviews, brief unstructured interviews and an interesting experiment with words using association technique. Expert interviews have been taken from people who have been associated with NGOs for a long time. Interviews are conducted to get insights about NGOs such as the cause they are working for, operational style, focus and the challenges they have faced, youth attitudes towards NGOs and what according to them would influence the youngsters to join an NGO. We conducted 3 depth interviews with 1. Ms. Sonal Kapoor, Protsahan NGO. 2. Mr. Murugan, Nizhal Maiyam NGO. 3. Ms. Chandra Rekha Gunji, We R One NGO and an active volunteer for many other NGOs. Focus Groups had been conducted among students of different age groups and courses in Amrita Vishwa Vidyapeetham, Coimbatore. We conducted 3 focus groups to get more insights on youngsters attitudes towards NGOs.
Brief unstructured interviews were done with MSW and Final year Engineering students in Amrita Vishwa Vidyapeetham, Coimbatore. We selected these groups because MSW students who have chosen and have a
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real chance to take up social work as their career choice and engineering students because we missed out a focus group with them and also they are people who have job offers with them and they are going to be independent and ready to contribute more freely in a few months time. The experiment with words with close to 115 students inside the campus of Amrita Vishwa Vidyapeetham, Coimbatore from different courses and different age groups.
4.2. FOCUS GROUPS

As mentioned before, we conducted 3 focus groups which had students from different courses like MBA, MSW, MTECH and MCA and age group of 21 to 28. Focus Group1: First Group was conducted in ASB building having 8 members in the group, 2 male and 6 female students from ASB. All participants were in the age group of 21 to 26. The discussion lasted for 45 minutes. Focus Group2: Second focus group was conducted at the Gautama Bhavanam having 7 members in group; all are male students who belong to MTECH and MCA. All participants were in age group of 22 to 28. The discussion continued for more than 1 hour 15 minutes. This group was more exciting and providing us with more insights, so we had a prolonged discussion. Focus Group3: Third focus group was conducted at Gargi Bhavanam having 7 members in group; all are female students from MSW and MTECH. All participants are in the age group of 21 to 26. The discussion lasted for 45 minutes.
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The Process Of Focus Groups

The moderator began the discussion by welcoming the group and establishing the purpose of the discussion and expectations out of the group. The moderator gave the rules of Focus Group and told them that the discussion will be recorded with camera for further reference and would be not shared with anyone. The Moderator started with some general questions like NGO abbreviation, to name some NGOs and also NGO functions, etc. Then the moderator asked some specific questions pertaining to research objectives to start off discussion and get more insights in the required areas and suggestions from the group.
A brief description and summary of information, insights and suggestions from focus groups, given by participants are briefly summarized for all the questions put forward by moderator.
Q1. Have the current youngsters atleast thought of joining an NGO and work for a social cause and if they have ever thought of NGO as a career choice? Almost half of them wanted to join an NGO, while almost all except for one or two were interested in giving monetary support for the organization than being a part of it and volunteering. The rest of them have never even thought of it. All of them were willing to help people but they have never been a part of working for a social cause. Out of eight, hardly one or two showed interest in choosing NGO as their career, and that too they were ready to work for it only after 15-20 years. Most of them are looking for a job to make their life secure. The reason which they do not want to work for an NGO was they were not financially stable. Most of them said that once they become financially secured they might think of
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joining an NGO and working for it. The most interesting fact was that most of them were not aware of what an NGO is and what are their activities. Many of them were not even able to list down minimum 4 NGOs in India. All of them wanted to help but people, but have never of thought of by what means they will help and how.
Q2. What are the drivers for this thought process? Is it situational, or internal feel of responsibility of giving something back to the society? Some of them had gone through certain bitter experiences or have seen their friends or relatives going through a tough time which made them think about helping their social beings who are suffering. Some of them have seen people suffering or heard about it not though to their near and dear and started thinking about working for social cause whereas the others wanted to help people because they were brought up by their elders stating the importance of ethics and values and helping their fellow beings which caused an internal feel of responsibility and also being sensitive to things happening around would lead to the above thoughts.
Q3. What social causes the youngsters usually respond to? Youngsters are ready to help for different social causes. Majority were interested in providing education to the people mainly children. They think that providing people with valuable education can help them to be independent and find their own living. Other social causes were helping old age people, conservation of environment, green campaigns, protecting unprivileged children, fighting for human rights, women empowerment etc.
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Q4. What is the perception of NGOs among youngsters? Some of them are not aware on what an NGO is and what are their activities. Some of them had very good opinion and feel very respectful for NGOs and their activities. Whereas some think that all NGOs cannot be trusted. They feel that the money contributed by the public to the NGOs is being looted by the officials of these NGOs. They do not know which all NGOs are genuine, so they hesitate to contribute or join and work for it. One participant who had worked for an NGO for a while, her comment was really interesting: Looking from outside you would feel that NGOs are highly structured and very efficient in carrying out their activities. Only when you go inside and start working for it you would understand how it is working. Most of the NGOs are not at all structured or organized. They dont even have a plan on how to execute things. Only a few organizations are there who would have a plan in prior and move according to that. This is the main reason why most of the NGOs are not recognized.
Q5. In this age of fast pace, ambitious career orientation what really keeps youngsters away from getting associated with an NGO? There are so many factors that are hindering youngsters from joining an NGO. Time is always a concern. They did not want to work for an NGO as they were not financially stable. Most of them wanted to get a job and look after their family. Almost all of them will be a having a students loan on top of their heads. Others will have serious family issues. Moreover youngsters who are working for 5 days a week want to take rest for the next two days. They prefer sleeping and enjoying themselves than to go out to field get mudded up themselves and work for a social cause. Though they are ready to help by donating money they do not want to spend their free time working for an NGO.
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Q6. Are the NGOs able to reach out to people to convince them to volunteer and work for their cause? We got a unanimous answer for the last question. The answer was NO. Youngsters feel that none of the NGOs are able to reach out to people or may be they are not trying hard to convince them to work for them. Most of the participants were not aware of what an NGO is and what are their activities. We asked them to list down the names of 6 NGOs. None of the participants were able to name 6. Lack of awareness amongst youngsters is very evident from this. They feel that NGOs should be able market themselves in such a way that they should be able to create awareness and at the same time convince them and make them work for it.
SUGGESTIONS GIVEN BY THE YOUNGSTERS

1. Meetings should be held with youngsters, inform them about the situation and motivate them. 2. Should market themselves with the help of media. 3. Go to colleges and institutions to make them aware about the organization. 4. Conduct interesting programs for youth. 5. Motivate them to work for NGOs and donate for the organization.
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4.3. EXPERT INTERVIEWS

Three IN-depth expert interviews were conducted. The experts who gave interviews are Sonal Kapoor, the founder of NGO Protsahan. Murgan an auto driver and founder of Nizhal maiyam NGO for beggars Chandra Rekha who left a corporate job to work for an NGO.
The transcripts of interviews of experts are attached in APPENDIX of this report. Only the insights are given in this section. INSIGHTS FROM THE EXPERT INTERVIEWS
FROM SONAL KAPOORS INTERVIEW
Sensitivity to surroundings and having inspired by what she saw in the family with pregnant mother and seven kids was the driver for her to start the NGO. Her passion towards it is helping her to thrive and continue the good work she started off with. Family constraints and financial insecurity - the major factors of concern for youth not joining NGOs or start working for social causes. Integrity, size, location and popularity of NGOs- major factors to attract youngsters. Integrity is the main factor lacking which you cannot create trust in people to start working with NGOs. Packaging things perfectly is the best way to attract youth. Introduction of interesting activities like photography, etc
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Having Strategic focus- continue working on the cause for which NGO has been started for is one of the important factor to make an impact in what an NGO chooses to do. Facebook: Excellent medium to attract youngsters and it was an important part in making Protsahan a huge success when it comes to conveying to the outside world the good work being done, the activities going on and in attracting youngsters.
INSIGHTS FROM MR. MURUGANS INTERVIEW
He started the NGO because he directly faced the situation of starving for days and hunger. Word of mouth and networking are the most effective ways to reach and attract maximum youngsters. Lack of awareness is also a major concern. Most people want to do something good and when they are made aware of what an NGO does it automatically drives the people to work with them. According to Mr. Murugan, internal feeling is the biggest driver to make people start working with a social cause. Lack of time, money and location are the factors which might hinder youngsters to get associated with an NGO.
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INSIGHTS FROM Ms. CHANDRA REKHAs INTERVIEW
Her inner feeling of making a difference made her chose an NGO over a highly paid corporate job. Her passion keeps her involved with these activities inspite of financial issues. Youngster choice of NGOs mainly depends on the activities and responsibilities they are offered with that NGO and effectiveness of them. Word of mouth and distributing pamphlets to colleges are better ways to spread awareness and attract youngsters. Print media is also an option. Unilateral way of thinking of an NGO and flexibility in timings for volunteers attract volunteers for We R one.
4.4. BRIEF UNSTRUCTURED INTERVIEWS

We thought we would get more insights by talking to MSW students individually. So we tried out brief interviews. We made it unstructured and informal because we wanted a free flow conversation with more insights and more importantly their personal preferences. Also we continued the same with engineering final year students as we thought we would get valuable insights from them. We were able to talk to 6 students from MSW and 4 students from Engineering. It was clearly evident from the MSW students that though were being trained in social work as core academic subjects; they werent really ready to take it up as a career option. Instead most of them were considering a government job which gives them secure job with a good pay. They felt it was risky to take up jobs with NGOs which would give them less pay that too at the start of their career.
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Most of the engineering students were enthusiastic and ready to contribute once they start working but they felt they need more information on NGOs before they start contributing to the cause. Also they wanted to be well informed about the activities and responsibilities that are expected of them before hand.
4.5. EXPERIMENT WITH WORDS

The lack of interest was evident when the people heard NGO expansion NonGovernment Organization. But many at the same time expressed their willingness to work for social causes or organizations working for the same. So we thought most of them had a very vague idea of the term NGO and also had some negative perception towards it. So we thought we could try this experiment. So we went around the Amrita Vishwa Vidyapeetham campus giving them three words which represent the same and asking what do they feel about the work being done by these organizations. The words were 1. Non-government organization. 2. Non-profit organization. 3. Social welfare organization. We did this randomly selecting people and giving them these words. Very few cracked the code that all are same. From the remaining respondents of around 108 people, Around an astonishing 75% had negative connotations attached with it for expansion of NGO may be because of the presence of the word government. For the second word, the responses were mixed with around 60% giving positive response. For the third word, it was a complete turnaround from the first with almost 85% of them giving positive response.
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4.6. OTHER OVERALL INSIGHTS

After observing the focus group, we got a lot of insights on what youngsters think about an NGO, why they do not want to join it, and what can be done to convince them to work and contribute for an NGO. Some of the common insights and that we felt could be added from our exploratory research have been summarized below. Most of the youngsters dont want to choose NGO as their career. They want to go for a better job where they would get a better salary. They are not ready to work for an NGO unless they become financially stable. Family issues were also another factor which was hindering them from joining an NGO. Most of them wanted to look after their family soon after they get into a job. They are interested in helping people, but most of them are willing to donate for an NGO rather than volunteering or being a part of it. They showed little interest in spending their free time for a social cause. Now-a-days most of the youngsters are interested in taking up a job in the IT sector. In most of the IT sectors the work schedule is really hectic that they have to work for 8-10 hours a day. After those hectic 5 days in a week people tend to take rest for the next two days rather than getting mudded up in fields and working for a social cause. All of them want to spend their free time with their friends or family. Those who are ready to help an NGO are skeptical whether the money that they are donating is being used up for the right cause. Since all the NGOs are not legitimate, people hesitate to come forward and lend a helping hand via an NGO. People feel that most of the NGOs are not properly structured. Lack of proper structure is the main factor, why most of the NGOs are not able to attract youngsters. Another important factor is lack of awareness. There are 3.3 million NGOs in India. But people are not aware of most of the NGOs. Most of the youngsters are not even able to list down atleast 5 of them. This clearly shows that people are
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not aware of majority of the NGOs. They are not able to market themselves efficiently. This is the main reason why most of the NGOs are not able to attract youngsters. Proper awareness campaigns and meetings are not conducted to make them join their NGOs. If you see the top 10 successful NGOs in India we can find that they are very organized and structured. The way they are attracting volunteers is very interesting. For e.g. Smile foundation, which is one of the top three NGOs in India, is running it in a very structured manner. They conduct different workshops and events as a part of their awareness programs. They invite people to join through different means. People can associate with smile foundation through different means like direct donation, corporates, schools, developmental agencies, individually or through media. They have also links in facebook , twitter , and LinkedIn. Now-a-days social media marketing is the most effective means to attract youngsters. Uploading the pictures, writing blogs related to their activities, motivates them to come forward and help the organization. Moreover a proper structure should also be there for all NGOs. Most of the NGOs invite youngsters to get involved with their organization. Many successful NGOs ask them to mention in which area they would like to work for, and some NGOs would ask for geographical preferences also. They coordinate and divide the volunteers into groups and assign task for every group as per their preference. Some will be involved in writing articles on their NGO in the print media, some of them will be asked to organize campaigns etc. They are also assigned with specific time bound projects, as it will motivate them and make them familiar with its nature of work in predetermined period of time. These all factors can attract youngsters to join an NGO and would motivate them to stay longer. Now-a-days NGOs are also trying to tie up with corporates to attract the working professionals. People who join NGOs would come with a lot of enthusiasm and energy. They come with a mentality to do something for the people. But if the programs and activities of the NGOs are not properly planned or organized these volunteers will not feel like staying along with them and would leave the organization after a short period. In a specified business model a sense of trusting environment is where individuals feel sense of comfort in achieving the objectives of the organization.
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CHAPTER 5 DESCRIPTIVE RESEARCH
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5.1. INTRODUCTION
Once the secondary research and qualitative phases were completed, we were pretty clear on the insights and responses for research questions. We moved on to the next and the most important phase of MR process- descriptive research phase. We decide to prepare two questionnaires one for individuals and the other for NGOs. We prepared two questionnaires just to check if there is any gap in the thinking of NGOs and prospective target group. The NGO questionnaire would be used for only comparison to find out these gaps. We would be using the responses for complete data analysis descriptive research. Also we decided to do survey both ways1. Direct / Offline survey 2. Online survey. Inputs from Exploratory phase and Questionnaire design: We decided on many factors which might hinder people from working with NGOs or the challenges people have faced while working with NGOs. We picked up 8-9 factors which we intend to test using data analysis based on responses from survey. Also we classified people into four categories based on the reason why they work for NGOs and which category tend to work more sincerely. Also we decided to give different media available to reach out to people for NGOs and find out which of them would be more effective.
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The Questions were basically divided into four hypothetical sections.

1. 2. 3. 4.
Attitudes Behavior Perceptions Preferences
On the basis of insights from exploratory research, preliminary copies of questionnaires were prepared. These were submitted to Prof. Deepak Gupta and our mentor Mr. Sandeep for feedback. Based on their feedback there were changes done to the questionnaires. Also there was a peer feedback exercise conducted which helped in refining our questionnaire. Once the questionnaires were finalized, we went for second review with Prof. Deepak Gupta and our mentor. After making changes as suggested like change of flow and incorporating ways to eliminate people at different levels of questionnaire, we did a pretest of questionnaire with our seniors who gave many valuable suggestions for improvement of questionnaire. After all these steps, the final questionnaires were prepared and we got all set for the next step data collection.
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5.2. DESCRIPTIVE METHODOLOGY

SAMPLING
As the survey will be done based on offline and online we have a target of 100 respondents offline and 50 for offline mode. But we got more online responses than we expected 87 so we had to take some more offline responses to round it off to 200 total responses.
OFFLINE/DIRECT SURVEY
We used Mall intercept surveys, collected responses going on the streets and going from shop-to-shop. Various locations of Coimbatore R.S.Puram Gandhipuram Race Course Road Railway Station Amrita Vishwa Vidyapeetham students
We decided on these locations because we felt we could cover up all Secs of people and at the same time it would be better representation of the whole population of Coimbatore.
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ONLINE SURVEY
We created questionnaires in Google docs and forwarded the links to our friends for responding and also to many NGOs. The NGOs questionnaire online did not receive as many responses we thought off. So we had to compromise on the number of respondents in individual survey and put our effort into getting responses from NGOs atleast a number which would give us a chance to analyze.
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SURVEY ANALYSIS
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5.3. SURVEY ANALYSIS
Survey was done for both online and offline mode, the analysis and results for both modes are as follows.
DIRECT/OFFLINE SURVEY ANALYSIS AND RESULTS

Which of the following best describes your age range? Frequency Percent Valid Percent Cumulative Percent Valid <21 21-25 26-30 31-35 >35 Total 2 47 37 25 2 113 1.8 41.6 32.7 22.1 1.8 100.0 1.8 41.6 32.7 22.1 1.8 100.0 1.8 43.4 76.1 98.2 100.0
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RQ: Are the youngsters willing to get associated with NGOs or work for a social cause? Hypothesis: Most of the youngsters are not interested in social work.
Have you ever worked for a social cause/NGO? Frequency Percent Valid Percent Cumulative Percent Valid No Yes Total 72 41 113 63.7 36.3 100.0 63.7 36.3 100.0 63.7 100.0
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Have you ever thought of working for a social cause/NGO? Frequency Percent Valid Percent Cumulative Percent Valid No Yes Total Missing Total System 12 60 72 41 113 10.6 53.1 63.7 36.3 100.0 16.7 83.3 100.0 16.7 100.0
Note: The above table is result of spss, here missing value 41 is who worked for NGO.
ANALYSIS
We intended to find how many of the respondents have atleast thought of working for NGOs/Social causes. But almost 36% of the respondents have been associated with NGOs at some point of time or contributed for a social cause. Also 53% of them have said that they have thought working for NGOs/social causes but have not done it till date. Only 10% of them responded saying they have neither worked nor thought of social causes or NGOs. The charts for the above are given here. Here it is clearly evident that youngsters are ready to work from an NGO or they have atleast thought of it.
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RQ: What are the most influencing factors which stop youngsters from joining NGOs to contribute for social cause? We consider the responses for two categories mentioned above- one category who have already worked and the other who have thought of but never worked till date and analysis done is one sample T-test. The test is done for all the factors. Null Hypothesis: The factor does not influence youth to join NGOs if the importance is high. ( < =3.5). Category 1: People who have worked with NGOs. Number-41
One-Sample Statistics N Rate Family_Friends according to your preference challenge faced before/while working for socialcause/NGO 41 3.46 1.451 .227 Mean Std. Deviation Std. Error Mean
Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO 41 3.71 1.101 .172
Rate NatureOfWork according to your preference challenge you faced before/while working for socialcause/NGO 41 3.29 1.436 .224
Rate Career according to your preference challenge you faced before/while working for socialcause/NGO 41 3.95 1.284 .200

Rate Responsibilities according to your preference challenge you faced before/while working for socialcause/NGO 41 2.83 1.642 .256
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Rate Lack Of Trust to Approach for a socialcause according to your preference challenge you faced before/while working for socialcause/NGO 41 3.95 1.284 .200
Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you faced before/while working for socialcause/NGO 41 4.22 1.255 .196
Rate Location Difficulties according to your preference challenge you faced before/while working for socialcause/NGO 41 3.39 1.412 .221

One-Sample Test
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Test Value = 3.5

t Df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Rate Family_Friends according to your preference challenge faced before/while working for socialcause/NGO -.161 40 .873 -.037 -.49 .42 Upper
Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO 1.206 40 .235 .207 -.14 .55
Rate NatureOfWork according to your preference challenge you faced before/while working for socialcause/NGO -.924 40 .361 -.207 -.66 .25
Rate Career according to your preference challenge you faced before/while working for socialcause/NGO 2.251 40 .030 .451 .05 .86
Rate Responsibilities according to your preference challenge you faced before/while working for socialcause/NGO -2.616 40 .012 -.671 -1.19 -.15
Rate Lack Of Trust to Approach for a socialcause according to your preference challenge you faced before/while working for socialcause/NGO 2.251 40 .030 .451 .05 .86

Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you faced before/while working for socialcause/NGO 3.670 40 .001 .720 .32 1.12
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Rate TrasportationDifficulties according to your preference challenge you faced before/while working for socialcause/NGO -.498 40 .621 -.110 -.56 .34
ANALYSIS
From the above test we have the following factors to be most influential: 1. Lack of awareness 2. Financial stability 3. Career 4. Lack of trust
The bar graphs showing how respondents gave response to the factors (as said there are 41 respondents who worked for NGO)
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Category 2: People who have thought of working for NGOs but havent taken the initiative to work till date.
One-Sample Statistics N Rate Family_Friends according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 2.78 1.517 .190 Mean Std. Deviation Std. Error Mean
Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO 64 3.06 1.220 .152
Rate NatureOfWork according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 3.05 1.350 .169
Rate Career according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 3.98 1.351 .169

Rate Responsibilities according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 3.25 1.563 .195
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Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 3.77 1.561 .195
Rate TrasportationDifficulties according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 2.69 1.511 .189
Rate Lack of trust on NGOs according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 3.61 1.229 .154

Rate I will do it later Attitude according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 64 3.73 6.722 .840
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One-Sample Test
Test Value = 3.5

t Df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Rate Family_Friends according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future -3.791 63 .000 -.719 -1.10 -.34 Upper
Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO -2.869 63 .006 -.438 -.74 -.13
Rate NatureOfWork according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future -2.685 63 .009 -.453 -.79 -.12

Rate Career according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 2.868 63 .006 .484 .15 .82
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Rate Responsibilities according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future -1.279 63 .206 -.250 -.64 .14
Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 1.361 63 .178 .266 -.12 .66
Rate TrasportationDifficulties according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future -4.303 63 .000 -.813 -1.19 -.44
Rate Lack of trust on NGOs according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future .712 63 .479 .109 -.20 .42

Rate I will do it later Attitude according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future .279 63 .781 .234 -1.44 1.91
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ANALYSIS
From the above table we can conclude that the most influential factors are: 1. Career/Studies 2. Lack of awareness 3. I will do later attitude 4. Lack of trust
The bar graphs showing how respondents gave response to the factors (as said there are 41 respondents who wanted to work for NGO)
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71
72
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RQ: Is the low awareness about NGOs is stopping youngsters from associating with them? Hypothesis: Given most of the youngsters are interested in social work, NGO activities, low awareness about an NGO is not a matter of concern.
Analysis
From the above data analysis for the above two questions, it is very evident that youngsters are ready to work but the low awareness levels about NGOs and the work being done puts them in a situation where they do not know where to start and contribute.
RQ: What is the general perception of youngsters towards an NGO? Alternate Hypothesis: Many of the youngsters have a negative perception about the NGOs. Q1-For perception- NGOs work for money rather than Social cause
One-Sample Statistics N Mean Std. Deviation Std. Mean NGOs in INDIA are started and maintained for money rather than social cause? 105 3.79 1.141 .111 Error
One-Sample Test
Test Value = 3.5

t Df Sig. (2-tailed) Mean Difference 95% Interval Difference Lower NGOs in INDIA are started and maintained for money rather than social cause? 2.609 104 .010 .290 .07 Upper .51 Confidence of the
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Q2- For perception- effectiveness of NGOs in India
One-Sample Statistics N Mean Std. Deviation How effective do you think NGOs in India are in working for social cause? 105 2.46 1.487 Std. Mean .145 Error
One-Sample Test
Test Value = 3.1

t Df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower How effective do you think NGOs in India are in -4.429 104 .000 -.643 -.93 Upper -.36
working for social cause?
ANALYSIS
The above shows that youngster clearly have a negative perception about NGOs. They feel that NGOs are being started for money rather than social cause and also they are not effective in working for a social cause.
RQ: Can NGOs be more attractive if they use Social networking as a media.
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Hypothesis: Social networking sites are not the most attractive media for youngsters.
Case Processing Summary Cases Included N Rank Social Media in order of your importance of medium should an NGO choose to attract the youngsters? Rank Print/TV in order of your importance of medium should an NGO choose to attract the youngsters? Rank Brochures/Billboards in order of your importance of medium should an NGO choose to attract the youngsters? Rank Campaigns in order of your importance of medium should an NGO choose to attract the youngsters? Rank Events/Activities in order of your importance of medium should an NGO choose to attract the youngsters? Rank Networking Through Volunteers in order of your importance of medium should an NGO choose to attract the youngsters? Report 106 93.8% 7 6.2% 113 100.0% 106 93.8% 7 6.2% 113 100.0% 106 93.8% 7 6.2% 113 100.0% 106 93.8% 7 6.2% 113 100.0% 106 93.8% 7 6.2% 113 100.0% 106 Percent 93.8% Excluded N 7 Percent 6.2% Total N 113 Percent 100.0%

Rank Social Rank Print/TV in Rank of your Brochures/Billbo Rank Campaigns of Rank in Events/Activities Rank Networking
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Media in order of order
your importance importance of medium medium
of ards in order of order
your in order of your Through of importance of Volunteers of in your of
should your importance importance medium medium
should an NGO an NGO choose of choose to attract to the youngsters? attract
should medium
should order
the should an NGO an NGO choose an NGO choose importance choose to attract to the youngsters? attract the to attract the medium
youngsters?
should
youngsters?
youngsters?
an NGO choose to attract the
youngsters? Mean N Std. Deviation 1.84 106 1.296 3.80 106 1.539 5.55 106 6.051 4.07 106 1.495 3.58 106 1.454 2.71 106 1.359
ANALYSIS
From the above it is clear that Social media is the most preferred media for youth and hence it becomes the best media NGOs can utilize in order to attract youngsters followed by networking through volunteers.
ONLINE SURVEY RESULTS

For online the respondents are 90
Age Group Range

Which of the following best describes your age range? Frequenc y Valid 2125 2630 317 7.8 7.8 100.0 10 11.1 11.1 92.2 73 81.1 81.1 Percent Valid Percent Cumulative Percent 81.1

35 Total 90 100.0 100.0
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Research Question: Are the youngsters willing to get associated with NGOs or work for a social cause? Hypothesis: Most of the youngsters are not interested in social work.
Have you ever worked for a social cause/NGO? Frequency Percent Valid Percent Cumulative Percent No Valid Yes Total 58 32 90 64.4 35.6 100.0 64.4 35.6 100.0 64.4 100.0
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Have you ever thought of working for a social cause/NGO? Frequency Percent Valid Percent Cumulative Percent No Valid Yes Total Missing Total System 21 37 58 32 90 23.3 41.1 64.4 35.6 100.0 36.2 63.8 100.0 36.2 100.0
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Note: In the above table, missing is who worked for NGOs
ANALYSIS
We intended to find how many of the respondents have atleast thought of working for NGOs/Social causes. But almost 36% of the respondents have been associated with NGOs at some point of time or contributed for a social cause. Also 53% of them have said that they have thought working for NGOs/social causes but have not done it till date. Only 10% of them responded saying they have neither worked nor thought of social causes or NGOs. The charts for the above are given here. Here it is clearly evident that youngsters are ready to work from an NGO or they have atleast thought of it. Research Question: What are the most influencing factors which stop youngsters from joining NGOs to contribute for social cause? We consider the responses for two categories mentioned above- one category who have already worked and the other who have thought of but never worked till date and analysis done is one sample T-test. The test is done for all the factors. Null Hypothesis: The factor does not influence youth to join NGOs if the importance is high. ( < =3.5 ). Category 1: People who have worked with NGOs

One-Sample Statistics N Mean Std. Deviation Std. Error Mean Rate Family_Friends according to your preference challenge faced before/while working for socialcause/NGO Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO Rate NatureOfWork according to your preference challenge you faced before/while working for socialcause/NGO Rate Career according to your preference challenge you faced before/while working for socialcause/NGO Rate Responsibilities according to your preference challenge you faced before/while working for socialcause/NGO Rate Lack of Trust according to your preference challenge you faced before/while working for socialcause/NGO Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you faced before/while working for socialcause/NGO Rate TrasportationDifficulties according to your preference challenge you faced before/while working for socialcause/NGO 32 3.00 1.218 .215 32 4.31 1.176 .208 32 3.94 1.343 .237 32 2.63 1.561 .276 32 3.53 1.414 .250 32 3.41 1.456 .257 32 3.22 1.313 .232 32 3.44 1.605 .284
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One-Sample Test Test Value = 3.5 t Df Sig. (2-tailed) Mean Difference Lower Rate Family_Friends according to your preference challenge faced before/while working for socialcause/NGO -.220 31 .827 -.063 -.64 .52 95% Confidence Interval of the Difference Upper

Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO Rate NatureOfWork according to your preference challenge you faced before/while working for socialcause/NGO Rate Career according to your preference challenge you faced before/while working for socialcause/NGO Rate Responsibilities according to your preference challenge you faced before/while working for socialcause/NGO Rate Lack of Trust according to your preference challenge you faced before/while working for socialcause/NGO Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you faced before/while working for socialcause/NGO Rate TrasportationDifficulties according to your preference challenge you faced before/while working for socialcause/NGO -2.322 31 .027 -.500 -.94 -.06 3.908 31 .000 .813 .39 1.24 1.843 31 .075 .438 -.05 .92 -3.172 31 .003 -.875 -1.44 -.31 .125 31 .901 .031 -.48 .54 -.364 31 .718 -.094 -.62 .43 -1.211 31 .235 -.281 -.75 .19
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ANALYSIS
From the above test we have the following factors to be most influential: 1.Lack of awareness 2.Financial stability 3.Career 4.Lack of trust
Category 2: People who have thought of working for NGOs but havent taken the initiative to work till date.
One-Sample Statistics N Rate Family_Friends according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO Rate NatureOfWork according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate Career according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate Responsibilities according to your preference challenge you may face that might keep you 38 3.08 1.302 .211 38 3.92 1.217 .197 38 3.00 1.294 .210 38 2.97 1.404 .228 38 Mean 2.79 Std. Deviation 1.455 Std. Error Mean .236

away from socialcause/NGOs in near future Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate TrasportationDifficulties according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate Lack of trust on NGOs according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate I will do it later Attitude according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future 38 3.29 1.354 .220 38 3.58 1.328 .215 38 2.74 1.483 .241 38 3.82 1.540 .250
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One-Sample Test Test Value = 3.5 t Df Sig. (2tailed) Mean Difference 95% Confidence Interval of the Difference Lower Rate Family_Friends according to your -3.011 37 .005 -.711 -1.19 Upper -.23

preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate FinancialStability according to your preference challenge you faced before/while working for socialcause/NGO Rate NatureOfWork according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate Career according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate Responsibilities according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate Lack Of Awareness to Approach for a socialcause according to your preference challenge you may face that might keep you away from 1.264 37 .214 .316 -.19 .82 -1.993 37 .054 -.421 -.85 .01 2.133 37 .040 .421 .02 .82 -2.381 37 .023 -.500 -.93 -.07 -2.310 37 .027 -.526 -.99 -.06
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socialcause/NGOs in near future Rate TrasportationDifficulties according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate Lack of trust on NGOs according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Rate I will do it later Attitude according to your preference challenge you may face that might keep you away from socialcause/NGOs in near future -.959 37 .344 -.211 -.66 .23 .366 37 .716 .079 -.36 .52 -3.172 37 .003 -.763 -1.25 -.28
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From the above table we can conclude that the most influential factors are: 1. Career/Studies 2. Lack of awareness 3. I will do later attitude 4. Lack of trust
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RQ: Is the low awareness about NGOs is stopping youngsters from associating with them? Hypothesis: Given most of the youngsters are interested in social work, NGO activities, low awareness about an NGO is not a matter of concern.
ANALYSIS
From the above data analysis for the above two questions, it is very evident that youngsters are ready to work but the low awareness levels about NGOs and the work being done puts them in a situation where they do not know where to start and contribute.
RQ: What is the general perception of youngsters towards an NGO? Hypothesis: Many of the youngsters have a negative perception about the NGOs. Q1- For perception- NGOs work for money rather than social cause.
One-Sample Statistics N NGOs in INDIA are started and maintained for money rather than social cause? 64 3.84 1.250 .156 Mean Std. Deviation Std. Error Mean
One-Sample Test Test Value = 3.5 t Df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower NGOs in INDIA are started and maintained for money rather than social cause? 2.200 63 .031 .344 .03 .66 Upper
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Q2- For perception- Effectiveness of NGOs in INDIA

One-Sample Statistics N How effective do you think NGOs in India are in working for social cause? 64 2.95 1.704 .213 Mean Std. Deviation Std. Error Mean
One-Sample Test Test Value = 2.1 t Df Sig. (2-tailed) Mean Difference Lower How effective do you think NGOs in India are in working for social cause? 4.006 63 .000 .853 .43 1.28 95% Confidence Interval of the Difference Upper
ANALYSIS
The above shows that youngster clearly have a negative perception about NGOs. They feel that NGOs are being started for money rather than social cause and also they are not effective in working for a social cause.
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RQ: Can NGOs be more attractive if they use Social networking as a media. Hypothesis: Social networking sites are not the most attractive media for youngsters.
Report Rank Social Media in order of your importance of medium should an NGO choose to attract the youngsters? Rank Print/TV in order of your importance of medium should an NGO choose to attract the youngsters? Rank Brochures/Billboards in order of your importance of medium should an NGO choose to attract the youngsters? Rank Campaigns in order of your importance of medium should an NGO choose to attract the youngsters? Rank Events/Activities in order of your importance of medium should an NGO choose to attract the youngsters? Rank Networking Through Volunteers in order of your importance of medium should an NGO choose to attract the youngsters? Mean N Std. Deviation 1.88 65 1.317 3.88 65 1.495 4.88 65 1.293 3.82 65 1.600 3.80 65 1.512 2.85 65 1.460
ANALYSIS
From the above it is clear that Social media is the most preferred media for youth and hence it becomes the best media NGOs can utilize in order to attract youngsters followed by networking through volunteers.
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5.4 OTHER RESULTS FROM SURVEY ANALYSIS

80% of them who worked for NGOs said that they worked to the social cause by Self Initiation and because of schools and college events.
Report Because of Self Initiation you started working for a social cause? Because of Schools and Colleges events you started working for a social cause? Mean N Std. Deviation .49 73 .506 .37 73 .488 .20 73 .401 Because of Friends you started working for a social cause? Because of Social Netwoking Media you started working for a social cause? .10 73 .300 .07 73 .264 Because of Campaigns by NGOs you started working for a social cause?
From the analysis, the best driver to work for social cause is internal feeling of responsibility.
Report Because of Situational / Inspired events you started /will start working for the social cause? Because of Directly events you started /will start working for the social cause? Because of internal feeling of responsibility you started /will start working for the social cause? Mean N Std. Deviation .44 162 .502 .07 162 .264 .56 162 .502
We asked one open ended question your feeling about NGOs, Many volunteers who worked for NGO said that many volunteers are confused and the NGOs are ineffective. Another open ended question, who are not interested working with NGO said that why should I work and I dont believe these NGOs etc.
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CHAPTER 6 RECOMMENDATIONS
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6. RECOMMENDATIONS
The main factors for consideration that have been obtained from our complete research process are For individuals Lack of awareness. Lack of trust. Career and Financial stability For NGOs Lack of funds. Poor networking. Our recommendations cover these five concerns but we would be concentrating on all the factors except for Career and Financial stability which are interlinked because it is very difficult to convince the people saying social cause is more important than their career and financial stability that too at a time when most of them would be at their start of their career, major career growth opportunities lurking around and people striving hard to make a mark in the industry. Also there is a lot of gap between thoughts of NGOs and individuals of prospective target group. We found this from the just a simple walkthrough of the responses for NGO questionnaire. For example NGOs doesnt even realize that lack of awareness and lack of trust are the most influencing factors and were given the last ranks among nine factors. Also they said events and campaigns are the best ways to attract youngsters where as the individual respondents feel social networking and networking through volunteers are the best ways. So our suggestions completely revolve around volunteers and how to utilize their services effectively for networking.
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Packaging the right things, the right way to the right people - SONAL KAPOOR This is a perfect marketing principle which can be applied to NGOs. Ms.Sonal Kapoor has showed that this is indeed possible. Her own NGO Protsahan is able to attract many youngsters. The facebook page of Protsahan has almost close to 5000 followers. This page is daily updated with photos of messages and works of kids who are in Protsahan, activities and event updates.
Below given are some suggestions as to what NGOs can do to attract youngsters working upon different factors. 1. To create awareness Distributing pamphlets printed with the activities being done at Sathva and bookmarks in colleges. This is very cost effective method which would create more impact than a awareness campaign. Most of the students work with organizations such as NSS and YRC in schools and intermediate colleges, but by the time they reach graduate level none approach them even if they wish to continue their social work. Tie-ups with colleges and corporate CSR wings give you a privilege of more youngsters coming to know about the organization. This option is largely beneficial for Sathva as colleges and corporates are heavily concentrated in Chennai and corporate such as TCS, Infosys in Chennai take up CSR activities more seriously. Invite youngsters to participate in events & activities on a one-time basis. Whenever an event or activity is being taken up, all the youngsters in the surrounding areas can be requested to participate or contribute for the event. We suggest one-time basis for people who do not show interest in these activities because there is every chance that youngsters might continue with the NGO as the event might give them self-satisfaction
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because of his contribution or it might atleast create awareness and interest among the participants to work for the NGO in near future. Use FACEBOOK for effective communication. Updating the facebook page on a regular basis about the events and activities, posting photos of the work being done and making facebook page as interesting as possible creating a continuous buzz around in the friends network groups. This is the most cost-effective method to reach the core target group of youngsters. Use volunteers network more efficiently. Requesting volunteers to spread the word about Sathva among their friend circles and colleagues. This will have much more impact amongst youngsters as most of them tend to do anything once their friends start doing it. 2. To create trust Show concrete evidence for effective usage of donations. We would suggest a system in place where an e-mail or a letter be sent to every donor which shows how the money contributed by him has been utilized. Say for example sending a mail saying the donors money has been used to pay fees of a school kid Mr. XYZ in this school. This would create a very positive impression and this would make the name of organization easily spread across. This requires a little amount of effort to keep track of donations and utilization but we feel it definitely worth it. Disclose all financial details on websites. As we had checked out many websites of NGOs, none of them have been doing this. The information at the most we got was how much percentage they have been using for administration and how much percentage of funds goes in welfare activities. None of them have disclosed their complete financial details. But doing that at regular intervals would leave a huge impact. Create a trust network through volunteers. Be very transparent of what is happening in the organization and update all the volunteers, donors and people interested in NGO in the network of each and every activity going
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on in Sathva and how is it being organized and the results of it. Make sure the effectiveness and impact of each event and activity is made known to the all the people involved.
3. Financial Stability & Career Contribute using professional skills in leisure time. This is present in Sathva in the website which says that volunteers can contribute through skills but as of now it is very passive and very less people are contributing on this front. But this section of volunteers can be utilized the most. For example People interested in webhosting or website design and maintenance can be asked to maintain Sathva website and they can be given freedom to design the website to look much better if they are proficient enough. This would be interesting for the volunteers too. People who can design posters and pamphlets can be asked to design posters for the events and pamphlets for distribution. People who are passionate about social networking can be given the responsibility of making things interesting on facebook page via updates, posting photos,etc.
This would save you a huge amount of money and at the same time makes things interesting for employees who would otherwise be passive in contribution. Work without getting away from work. Provide flexible times and inform them well in advance about activities or events so that they can plan their work schedule accordingly without being disturbed.
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Organize interesting events and activities suchas comedy entertainment shows, musical concerts or cultural nights for fund raisers which act as work stress relievers at the same time employees can contribute by buying tickets for the shows. 4. As the government new companies law amendment in February 2011 mandates every corporate organization to spend atleast 2% of their profits, there would be many CSR wings of organizations which would be looking out for tie-ups with NGOs to make sure that their money would be utilized effectively and in the best possible way. So this can be taken as an opportunity and approaching CSR wings of various corporate with profile of Sathva and briefing about the work being done and our future plans would give us a chance to create a win-win situation. With these tie-ups, the problem of lack of funds would be solved to a great extent. Also the issue of networking would also be taken care as many employees of that organization would be working with us. 5. We would suggest getting media coverage in a pro-active manner instead of waiting for the media to recognize the good work being done. The articles published will create a positive impression and also have many other benefits as they act as a testimonial which creates faith on the NGO and at the same time spreads awareness.
6. It is better if Sathva can stop using the word NGO on facebook page, websites and start using the word Social Welfare Organization which looks positive and also depicts the actual purpose.
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APPENDIX
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QUESTIONNAIRE FOR NGOs

YOUTH ATTITUDES AND PREFERENCES FOR WORKING WITH NON-PROFITS SURVEY QUESTIONNAIRE
Hello!! We are students from Amrita School of Business, Coimbatore. As a part of our MBA curriculum, we are conducting a survey to determine the most influencing factors for youngsters to join an NGO. We assure you that this whole survey is purely for academic purposes and your privacy is protected. This is an anonymous survey where your identity is safeguarded. Please answer the below questions to the best of your knowledge and be open and help us in getting right information. We thank you for your willingness to support us.
Please TICK only one option as your response for the following. 1. What made you join or start an NGO?
Situational/Inspired Internal feeling of responsibility Directly Affected Others (please specify)
2. What could be the major problem for NGOs in reaching out to Youngsters?
Lack of Funds Others (please specify) Poor Networking Lack of Awareness
3. Rank in order- most preferred rank 1, second preferred rank 2 and so on. What factors do you think that keeps youngsters away from Social work/NGO? Factors 1 2 3 4 5 6 7 8 9 Family/ Friends Financial Nature of work Career Responsibilities Lack of Awareness to approach for a social cause Transportation difficulties Bad news about NGOs No time for Social Cause/ not interested Rank
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Please circle the option according to your preference 4. Youngsters are not interested in Social Work
Strongly Disagree Strongly Agree
5. Though youngsters are interested, they are not aware of where and how to start and contribute
6. Do you think atleast one fulltime care taker would bring huge impact on NGOs effectiveness?
7. NGOs should always have a Strategic focus, i.e. they should focus only on the activities they started working for.
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Please give Appropriate Value for following 8. How many youngsters have joined your NGO in the last two years?
No of youngsters (Age 21-35)
9. How many of them have continued working with you for more than
3 Months 6 Months 1 Year
10. What are the different age groups of volunteers in your NGO? (Please Specify)
11. Majority of the volunteers are, Please TICK only one option Students Working Employees Others (Please Specify)
Please circle according to your preference 12. Would tie-ups with colleges, schools and corporates bring in more Youngsters?
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13. Rank in order-Mark the most preferred as 1, second preferred as 2 and so on. What medium your NGO prefers to attract the youngsters (21-35)? Medium Social Media (Facebook etc) Print/TV Brochures/Billboards Campaigns Events & Activities Networking through volunteers Others If Others (please specify) Rank
1 2 3 4 5 6 7
14. What do you feel about NGOs in INDIA? __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ 15. Any other suggestions. If you feel we have missed anything regarding youth attitudes towards NGOs? (Please be frank). __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ 16. Name of the NGO and about NGO
------------------- THE END ------------------THE INFORMATION YOU PROVIDED WOULD BE OF GREAT HELP TO US.WE HEARTILY THANK YOU FOR YOUR PATIENCE AND TIME.
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QUESTIONNAIRE FOR NGOs

YOUTH ATTITUDES AND PREFERENCES FOR WORKING WITH NON-PROFITS SURVEY QUESTIONNAIRE
Hello!! We are students from Amrita School of Business, Coimbatore. As a part of our MBA curriculum, we are conducting a survey to determine the most influencing factors for youngsters to join an NGO. We assure you that this whole survey is purely for academic purposes and your privacy is protected. This is an anonymous survey where your identity is safeguarded. Please answer the below questions to the best of your knowledge and be open and help us in getting right information. We thank you for your willingness to support us. Please TICK your option(s) for the following. 1. Have you ever worked for a social cause/NGO? Yes No
If your response to Q1 is YES, please continue with questions in the box otherwise please SKIP to page 3. A. Which social cause(s) have you worked for? (Please specify)
B. What initiated you to work for a social cause? Self initiation Initiatives from Schools and Colleges Campaigns by NGOs Friends Others (Please Specify)
Social Networking & Media
C. How did you contribute to the social cause? (If applicable give MULTIPLE options) Volunteer Donation Start an NGO Occasional visit Event participation
Others (Please Specify) D. Based on the reason for working for a social cause, which category would you fall into? Situational/Inspired Internal feeling of responsibility Directly Affected Others (please specify)
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E. Rate the factors, CIRCLE YOUR PREFERENCE 5- Very Influencing (VI) 1- Less Influencing (LI)
What challenges did you face, before/while working for the social cause/joining NGO? FACTORS 1 2 3 4 5 6 7 Family/ Friends Financial stability Nature of work Career Responsibilities Lack of Awareness to approach for a social cause Transportation difficulties 1 1 1 1 1 1 1 LI 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 VI 5 5 5 5 5 5 5
F. Rank in order- Mark the most preferred as 1, second preferred as 2 and so on. What factors you would look for before joining an NGO? FACTORS 1 2 3 4 5 Nature of work Financial Stability Location Popularity of NGO/Social Cause Integrity of NGO RANK
Please TICK only one option from the following. G. What do you think is the best way to contribute to social cause? Volunteer Donation Start an NGO Others (please specify)__________________
H. If any difference / disparity in responses to above C and G questions, please specify the reason?
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If your response to question Q1 is NO, please continue with the questions in the box otherwise please SKIP to page 4 Please TICK only one option from the following. A. Have you ever thought of working for a social cause/NGO? Yes No
B. If no, Please specify reason why? (After specifying please SKIP to the last page)
C. If yes, what social cause you want to work for? (Ex: Child Education).
D. What role you would prefer to contribute for the social cause? Volunteer Donation Start an NGO Occasional visit Event participation
Others (Please Specify) E. What made you think of the social cause? Situational/Inspired Internal feeling of responsibility Directly Affected Others (please specify)
F. Rate the factors, CIRCLE YOUR PREFERENCE 1- Least Influencing (LI) 5- Most Influencing (MI) What factors might keep you away from NGOs in near future? Factors 1 2 3 4 5 6 7 8 9 Family/ Friends Financial stability Nature of work Career/Studies Responsibilities(like family) Lack of Awareness to approach for a social cause Transportation difficulties Lack of trust on NGOs I will do it later attitude LI 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 MI
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Please TICK MARK the option(s) to indicate your response for the following questions. 3. What is your main consideration for choosing an NGO? (If applicable give MULTIPLE options) Reputation Size Membership Fees Responsibilities
Others (please specify) 4. How do you want to contribute while working with an NGO? (Multiple options applicable) Money Others (please specify) Time Professional Skills (webhosting etc)
Please circle according to your preference 5. How effective do you think NGOs in India are working for social cause? (In INDIA there are around 4million NGOs) Not effective 1 2 3 4 5 6 Highly effective 7
6. NGOs in INDIA are started and maintained for money rather than for social cause? Strongly Disagree 1 2 3 Strongly Agree 4 5
Please TICK only one option as your response for the following questions. 7. How much % of NGOs, do you feel are working perfectly or atleast trying hard for social cause (In INDIA there are around 4 million NGOs)? <25% 25-50 % 51-75% >75% I Dont Know
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8. Do you think Corporate Social Responsibility (CSR) activities could be one of the reasons for the corporates not to join an NGO? Yes No Never heard of CSR
9. Rank in order- most preferred rank 1, second preferred rank 2 and so on. What medium should an NGO choose to attract the youngsters (21-35)? Medium Social Media (Facebook etc) Print/TV Brochures/Billboards Campaigns Events & Activities Networking through volunteers Others If Others (please specify) Rank
1 2 3 4 5 6 7
10. What do you feel about NGOs in INDIA? __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________
11. Any other suggestions. If you feel we have missed anything regarding youth attitude towards NGO? (Please be frank). __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________
Please fill the personal information in the next and last page
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PERSONAL INFORMATION
1. Please select Gender? Male Female
2. Which of the following best describes your age range? Less than 21 21 to 25 26 to 30 31 to 35 Above 35 3. Please mention your level of Education 12th standard/Diploma Under Graduation (3-4 year degree) Studying or completed post graduate degree or above Others 4. Please specify your Occupation Student Employed Own Business Others (please specify) 5. Please specify your Marital Status Single Married ------------------- THE END ------------------THE INFORMATION YOU PROVIDED WOULD BE OF GREAT HELP TO US.WE HEARTILY THANK YOU FOR YOUR PATIENCE AND TIME.
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EXPERT INTERVIEWS
Interview with SONAL KAPOOR the founder of Protsahan We make an attempt to make this world a better place to live in. We aspire to achieve the mission we which aims to ensure, a land where every child gets the happy childhood he/she deserves, says Sonal Kapoor, the director of a Delhi based NGO, Protsahan. So, what led to this conviction? What did she discover? How does it feel working for such noble cause? We tried to figure out many more answers to such questions via one to one with her.
Ms.Sonal Kapoor CEO and Founder of NGO Protsahan holds an M.B.A degree from Symbiosis international university. She specializes in Consulting for Non profits in research, documentation & communications, projects of Ministry of welfare.She worked as an Ex-communications professional in a reputed MNC. Ms. Sonal has also worked with HelpAge India and has done campaigns for various international non-profits.
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At the age of 25 she started this NGO and made it successful which working with a Mission spreading a Gazillion smile. The NGO mainly works for educating INDIA, Remedial Teaching etc. Q. What made you to start up an NGO? I was working in an NGO called HelpAge India and as a project we went to a nearby village to shoot a documentary on people affected with LEPROSY. My senior was making a very old man shoot many times a single shot for an ad film which was so tiring for the old man with leprosy. I somehow felt that I was not doing the right thing, my conscience didnt allow me to do such job. I bid goodbye to my senior and while I was coming back, I came across a lady who had six daughters and was pregnant with the seventh child with the hope that she conceives a boy this time. I spoke to her for about an hour and figured out lot of things, I was dumbfound to hear that she sends her third daughter to a brothel which was the only source of income for their family. That was the driving moment of my life and it triggered me to start up an NGO for under privileged children. Q. How is Protsahan different from other NGOs? Protsahan, is not only confined to the activities like education, self-employment etc. It differentiates itself in a creative way, it conducts workshops like photography, computers to keep the children interested and involved. Q. What are the activities involved? Our work involves Educating India, Restoring artisans honor-encouraging art work through fair trade, Self-employment, Remedial Teaching. And frequent workshops on photography, Painting, Dancing and other Fine-arts etc.
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Q. How many volunteers are currently associated with Protsahan and how did you approach them? There are currently 7 volunteers between the age group 21-25 are actively involved with Protsahan. They all are working professionals and represent Protsahan in their respective organizations and have been continuously supportive of the cause. Q. What made them choose Protsahan and work for its cause? They wanted to get associated with such activities. Q. Why do you think, youngsters are reluctant to work for an NGO? One of the important factors is financial insecurity. Todays youth want to get financially stable before anything else. Second, family constraints, lot of pressure from the family side also stop youngsters to go such a cause. Third, NGOs have to have a structured business model so that they can set their priorities and go ahead. There are many NGOs that work for many causes simultaneously; I feel that NGOs should concentrate on one cause at a time and move on to helping people one after the other rather than doing different causes at the same time and tying up with the companies CSR activities might interest them. Q. There are many youngsters working for protsahan as volunteer, but other NGOs are facing difficulty in attracting youngsters. How was it made possible? Even Protsahan found it difficult in the initial stages to attract volunteers. There might be many reasons but it might mainly be due to the causes we started off with like working with sex workers and their children, drug abused. I feel choosing the right channel and packaging everything in the right way has made protsahan successful in this regard. Since facebook is an excellent medium to reach out maximum number of people, so I aim at creating awareness and generate interested in youngsters via this network. Besides, we conducted events like comedy entertainment shows to which youngsters respond and tried spreading the word through such events. In
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addition to that, we conduct workshops on photography, teaching art manually and on computers etc. which attracts youngsters to get associated with Protsahan. Q. Do you think because of the CSR activities, the working professionals are reluctant to work, being a part of NGO? Yes, probably, therefore in order to reach those people NGOs should tie up with the MNCs to get the maximum people working for its cause. Q. What do you think are the factors, youngster look for before joining an NGO? Integrity is the main factor. Money, location and the popularity of the NGOs, their business model and their nature of work might be the some driving factors for the youngsters.
Interview with MURUGAN The interview with Mr.Murugan was telephonic and he can speak only Tamil. So interview was given in the form of a story. Mr. Murugan who started his life in Coimbatore as an auto driver and now owner of a travel agency runs an NGO for beggars in Coimbatore. Its a 19 year old NGO and has employees including 3 trustees and 17 students who work as volunteers. JOURNEY SO FAR : When Murugan was 16 years of age, he failed in his 10th class exams due to which he was too depressed and decided to commit suicide but his conscience didnt allow him to do that so he caught a bus and took the ticket of the last station which was Coimbatore. He had only Rs 300 with him. When he reached Coimbatore, he went to a temple and was too hungry but didnt have money to buy food. It was then when he realized that how difficult it is for the people who dont even have money for bread. That was it; he decided to help the poor and needy in whichever way he can and started an NGO with little money he had for
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the welfare of poor and needy. Now, every Saturday Murugan and his wife cook food and supply to the orphanages. When asked how he approached youngsters and students to work for his NGO, he replied that he used to go to a nearby GYM and it was from there he started building up the network and spread a word of mouth about his NGO and thats how the students got attracted. Murugan believes that word of mouth is the most effective medium to reach maximum people. Besides, he had given an advertisement in The Hindu but didnt get a good response. Murugan believes that people who want to work for such cause will come on their own will when they are made aware of it; there are no influencing factors as such. Their internal feeling is the biggest driver to trigger them to work for such a cause. Among the people he approached, almost 80% of them were unwilling to get associated with his NGO giving reasons like time, money and location etc.
Ms. Chandra Rekha
Mr. Murugan
Interview with CHANDRA REKHA My passion to make a difference at a grass-root level drove me to We R One, says Chandra Rekha.
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Chandra Rekha was working as a senior software engineer in Infosys, but it was her passion which prompted her to leave the corporate job and join We R One. She was associated with this NGO for 2 years as a volunteer before she joined in as a permanent employee. She worked with We R One for almost 6 months and she had to leave because of financial issues, but her passion never died. But she made sure most of the issues of the NGO were solved before she took up her job in Oracle financial services as a technology lead. She is currently associated with many NGOs and contributes in whatever way she can. There are 24 people working for this NGO and majority of them are students. Q. Why We R One? There were many NGOs in the vicinity, but she chose We Are One as she was interested in their education activities. She worked for Village Adoption Program wherein along with educating the village kids, she was responsible for formulating the Project Management Techniques for the projects taken up, conducting leadership sessions etc. Q. How do they attract youngsters? By word of mouth, print media, distributing pamphlets to the college students. Q. What was the approach of the students towards the activities they do? They were passionate and dedicated towards what they did and are planning to take up their career in We Are One. Q. What keeps them stay with We Are One? Their unilateral way of working attracts people towards it. Besides, they are very flexible. They invite students during their summer holidays to work for them and once they become a part of it, they get familiar with its culture and approach and this is what drives them to remain with We R one.
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CODE BOOK
ever_socialCause Value Have you ever Label Standard Attributes Type Measurement 0 Valid Values 1 Yes worked for a social cause/NGO? Numeric Nominal No
Which Value Which social Label Standard Attributes Type Measurement 0 Valid Values 1 Yes cause you worked for? String Nominal No
Initiation_SelfInitiation Value Because of Self Initiation you Label Standard Attributes started working for a social cause? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
Initiation_SclsColg

Value Because of Schools and Label Standard Attributes Colleges events you started working for a social cause? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
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Initiation_Friends Value Because of Friends you Label Standard Attributes started working for a social cause? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
Initiation_SNWM Value Because of Social Netwoking Media Label Standard Attributes you started working for a social cause? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
Initiation_Campaigns

Value Because of Campaigns by Label Standard Attributes NGOs you started working for a social cause? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
116
Initiation_Others Value Because of Others(Specify) Label Standard Attributes you started working for a social cause? Type Measurement 0 Valid Values 1 Yes String Nominal No
Contribution_Volunteer Value By Volunteer you Label Standard Attributes Type Measurement 0 Valid Values 1 Yes contributed to the social cause? Numeric Nominal No
Contribution_Donation Value

By Doantion you Label Standard Attributes Type Measurement 0 Valid Values 1 Yes contributed to the social cause? Numeric Nominal No
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Contribution_StartNGO Value By Starting NGO Label Standard Attributes Type Measurement 0 Valid Values 1 Contribution_Occasional Value By Occassional Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Visit you contributed to the social cause? Numeric Nominal No Yes you contributed to the social cause? Numeric Nominal No
Contribution_EventPart

Value By Event Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Participation you contributed to the social cause? Numeric Nominal No
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Contribution_Others Value By Label Standard Attributes Type Measurement Valid Values Others(Specify) you contributed to the social cause? String Nominal
why_SC_Situational Value Because of Situational / Label Standard Attributes Inspired events you started working for the social cause? Type Measurement 0 Valid Values 1 why_SC_DirAffected Value Yes Numeric Nominal No

Because of Directly events Label Standard Attributes you started working for the social cause? Type Measurement 0 Valid Values 1 why_SC_IntFlResponse Value Because of internal feeling of Label Standard Attributes responsibility you started working for the social cause? Type Measurement 0 Valid Values 1 Yes why_SocialCause_Others Value Because of other events(Specify) Label Standard Attributes you started working for the social cause? Type Measurement 0 Valid Values 1 Yes String Nominal No Numeric Nominal No Yes Numeric Nominal No
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Scale_Family_Friends Value

Rate Family_Friends according to your Label Standard Attributes preference challenge faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Scale_FinancilalStability Value Rate FinancialStability according to your Label Standard Attributes preference challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Scale_NatureOfWork Value Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
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Rate NatureOfWork according to your Label Standard Attributes preference challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Scale_Career Value Rate Career according to your preference Label Standard Attributes challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
121
Scale_Responsibilities Value

Rate Responsibilities according to your Label Standard Attributes preference challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Scale_LOTrust Value Rate Lack Of Trust to Approach for a socialcause according to Label Standard Attributes your preference challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
122
Scale_LOAwareness Value

Rate Lack Of Awareness to Approach for a socialcause according to Label Standard Attributes your preference challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Scale_Location Value Rate TrasportationDifficulties according to your Label Standard Attributes preference challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
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Rank_NatureOfWork Value Rank Nature Of Work in order of your importance Label Standard Attributes of factors you would look for before joining an NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
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Rank_FinancialStability Value Rank FinancialStability in order of your Label Standard Attributes importance of factors you would look for before joining an NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Rank_Location Value Rank Location in order of your Label Standard Attributes importance of factors you would look for before joining an NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
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Rank_Popularity Value Rank Popularity of NGO or SocialCause in Label Standard Attributes order of your importance of factors you would look for before joining an NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5

Rank_Integrity Value Rank Integrity of NGO in order Label Standard Attributes Type Measurement 1 2 Labeled Values 3 4 5 of your importance of factors you would look for before joining an NGO Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
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Bestway_contribute_Vol Value Volunteer is best Label Standard Attributes Type Measurement 0 Valid Values 1 Yes way to contribute to social cause? Numeric Nominal No
Bestway_contribute_Don Value Donation is best Label Standard Attributes Type Measurement 0 Valid Values 1 Yes way to contribute to social cause? Numeric Nominal No
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Bestway_contribute_StartNGO Value Starting an NGO Label Standard Attributes Type Measurement 0 Valid Values 1 Yes is best way to contribute to social cause? Numeric Nominal No
Bestway_contribute_Others Value Other(specify) is Label Standard Attributes Type Measurement 0 Valid Values 1 Yes best way to contribute to social cause? String Nominal No
Difference_disparity Value Any difference or disparity in above Label Standard Attributes C and G questions, please specify the reason? Type Measurement 0 Valid Values 1 Yes String Nominal No
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Everthought_SocialCause Value Have you ever Label Standard Attributes Type Measurement 0 Valid Values 1 Yes thought of working for a social cause/NGO? Numeric Nominal No
WhyNotSocialCause Value If no, Please Label Standard Attributes Type Measurement 0 Valid Values 1 Yes specify reason why? String Nominal No
Which_SocialCause Value If yes, what social Label Standard Attributes Type Measurement 0 Valid Values 1 Yes cause you want to work for? String Nominal No
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Contribution_SocialCause_Vol Value You would prefer Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Volunteer role to contribute for the social cause? Numeric Nominal No
Contribution_SocialCause_Don Value You would prefer Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Donation to contribute for the social cause? Numeric Nominal No
Contribution_SocialCause_StartNGO Value You would prefer Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Start an NGO to contribute for the social cause? Numeric Nominal No
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Contribution_SocialCause_Occasional Value You would prefer Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Occassional Visit to contribute for the social cause? Numeric Nominal No
Contribution_SocialCause_EventPart Value You would prefer Event Label Standard Attributes Participation to contribute for the social cause? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
Contribution_SocialCause_Others Value What role you would prefer to Label Standard Attributes contribute for the social cause?Others Type Measurement String Nominal
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Why_SocialCause_Situational Value Situational/Insirati Label Standard Attributes Type Measurement 0 Valid Values 1 Yes onal Events made you think of the social cause? Numeric Nominal No
Why_SocialCause_DirAffected Value Directly Effected Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Events made you think of the social cause? Numeric Nominal No
Why_SocialCause_IntFlResp Value Internal Feeling Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Of Responsibility made you think of the social cause? Numeric Nominal No

Why_SocialCause_Other Value Other Label Standard Attributes Type Measurement 0 Valid Values 1 Yes Events(Specify) made you think of the social cause? Numeric Nominal No
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Scale_Family_Friends2 Value Rate Family_Friends according to your preference Label Standard Attributes challenge you may face that might keep you away from socialcause/NGO s in near future Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing

Scale_FinancialStability2 Value Rate FinancialStability according to your Label Standard Attributes preference challenge you faced before/while working for socialcause/NGO Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
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Scale_NatureOfWork2 Value Rate NatureOfWork according to your preference challenge you Label Standard Attributes may face that might keep you away from socialcause/NGOs in near future Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing

Scale_Career_Studies2 Value Rate Career according to your preference challenge you may Label Standard Attributes face that might keep you away from socialcause/NGOs in near future Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
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Scale_Responsibilities2 Value Rate Responsibilities according to your preference Label Standard Attributes challenge you may face that might keep you away from socialcause/NGOs in near future Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing

Scale_LOAwareness2 Value Rate Lack Of Awareness to Approach for a socialcause according to your Label Standard Attributes preference challenge you may face that might keep you away from socialcause/NGOs in near future Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
135
Scale_Location2 Value Rate TrasportationDifficulties according Label Standard Attributes Type Measurement 1 2 Labeled Values 3 4 5 to your preference challenge you may face that might keep you away from socialcause/NGOs in near future Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing

Scale_LOTrustOnNGOs2 Value Rate Lack of trust on NGOs according to your preference Label Standard Attributes challenge you may face that might keep you away from socialcause/NGOs in near future Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
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Scale_DoLaterAttitude2 Value Rate I will do it later Attitude according to your preference Label Standard Attributes challenge you may face that might keep you away from socialcause/NGOs in near future Type Measurement 1 2 Labeled Values 3 4 5 Numeric Scale Less Influencing very less influencing Neither Nor influencing very infuencing
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ConsiderationChoose_NGO_Reput Value Reputation is your main Label Standard Attributes consideration for choosing an NGO? Type Measurement 0 Valid Values 1 Yes ConsiderationChoose_NGO_Size Value Size Of NGO is your main Label Standard Attributes consideration for choosing an NGO? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No Numeric Nominal No
ConsiderationChoose_NGO_MemFees Value Membership Fees is your main Label Standard Attributes consideration for choosing an NGO? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
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ConsiderationChoose_NGO_Resp Value responsibilities is your main Label Standard Attributes consideration for choosing an NGO? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
ConsiderationChoose_NGO_Others Value Others(specify) is your main Label Standard Attributes consideration for choosing an NGO?Others Type Measurement String Nominal
Want_contribute_SocialCause_Mon Value You want to Label Standard Attributes Type Measurement 0 Valid Values 1 Yes contribute Money while working with an NGO? Numeric Nominal No

Want_contribute_SocialCause_Time Value You want to Label Standard Attributes Type Measurement 0 Valid Values 1 Yes contribute time while working with an NGO? Numeric Nominal No
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Want_contribute_SocialCause_Skiils Value You want to contribute Label Standard Attributes professional while working with an NGO? Type Measurement 0 Valid Values 1 Yes Numeric Nominal No
Want_contribute_SocialCause_others Value How Do you want Label Standard Attributes Type Measurement to contribute while working with an NGO?others String Nominal

Effective_NGOs Value How effective do you think Label Standard Attributes Type Measurement 1 Labeled Values 7 Highly Effective NGOs_Money_SocialCause Value NGOs in INDIA are started Label Standard Attributes Type Measurement 1 2 Labeled Values 3 4 5 Perc_NGOs Value How much % of NGOs, do you feel are working perfectly Label Standard Attributes or atleast trying hard for social cause (In INDIA there are around 4million NGOs)? Type Measurement 1 2 Valid Values 3 4 5 Numeric Ordinal <25% 25-50% 51-75% >75% I Don't Know and maintained for money rather than social cause? Numeric Scale Strongly Disagree Disagree Neither Nor Agree Strongly Agree NGOs in India are in working for social cause? Numeric Scale NotEffective
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CSR_Reason_NGO Value Do you think Corporate Social Responsibility Label Standard Attributes (CSR) activities could be one of the reasons for corporate not to join an NGO? Type Measurement 0 Valid Values 1 3 Numeric Nominal No Yes Never heard of CSR
Rank_SocialMedia Value Rank Social Media in order of your importance of Label Standard Attributes medium should an NGO choose to attract the youngsters? Type Measurement 1 2 3 Labeled Values 4 5 6 7 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7

Rank_PrintOrTV Value Rank Print/TV in order of your importance of Label Standard Attributes medium should an NGO choose to attract the youngsters? Type Measurement 1 2 3 Labeled Values 4 5 6 7 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7
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Rank_BrochuresOrBillboards Value Rank Brochures/Billboards in order of your Label Standard Attributes importance of medium should an NGO choose to attract the youngsters? Type Measurement 1 2 3 Labeled Values 4 5 6 7 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7

Rank_Campaigns Value Rank Campaigns in order of your importance of Label Standard Attributes medium should an NGO choose to attract the youngsters? Type Measurement 1 2 3 Labeled Values 4 5 6 7 Rank_EventsActivities Value Rank Events/Activities in order of your Label Standard Attributes importance of medium should an NGO choose to attract the youngsters? Type Measurement 1 2 3 Labeled Values 4 5 6 7 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7
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Rank_Volunteers Value Rank Networking Through Volunteers in order of your Label Standard Attributes importance of medium should an NGO choose to attract the youngsters? Type Measurement 1 2 3 Labeled Values 4 5 6 7 Rank_Others Value Rank Others in order of your importance of Label Standard Attributes medium should an NGO choose to attract the youngsters? Type Measurement 1 2 3 Labeled Values 4 5 6 7 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7 Numeric Scale Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Rank 7
144
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About_NGOs Value What Do you feel Label Standard Attributes Type Measurement Suggestions_Missing Value Any Label Standard Attributes Type Measurement Gender Value Label Standard Attributes Type Measurement 0 Valid Values 1 Age Value Which of the Label Standard Attributes Type Measurement 1 2 Valid Values 3 4 5 following best describes your age range? Numeric Nominal <21 21-25 26-30 31-35 >35 Male Please select Gender? Numeric Nominal Female Suggestions/Missi ngs? String Nominal about NGOs in INDIA? String Nominal

Education Value Please mention Label Standard Attributes Type Measurement 1 your level of Education Numeric Nominal 12th standard/Diploma Under Graduation (3-4 year degree) Studying or 3 completed post graduate degree or above 4 Occupation Value Label Standard Attributes Type Measurement 1 2 Valid Values 3 4 Marital_status Value Please specify Label Standard Attributes Type Measurement 1 Valid Values 2 Married your Marital Status Numeric Nominal single Own Business others Please specify your Occupation Numeric Nominal Student Employed Others
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2 Valid Values
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References
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REFERENCES
Shawn Teresa Flanigan-NONPROFIT MANAGEMENT & LEADERSHIP, vol. 21, no. 1, Fall 2010 2010 Wiley Periodicals, Inc. 59 View this article online at wileyonlinelibrary.com. DOI: 10.1002/nml.20012 Joanna Fritz-So You Want Non-Profit Article on the website theviewspaper.net. Web links
http://money.outlookindia.com/ArticleDetailView/tabid/203/ItemId/143/Default.aspx www.nonprofitabout.com/u/ua/nonprofitwork/whyworkinnonprofit.in http://www.ngosindia.com/ http://www.hisave.org/home.aspx www.odisha360.com/2012/01/29/ngo-cheated-more-than-thousand-youths www.cry.org www.thehindu.com/Topics/NGO http://toostep.com/debate/why-we-find-very-less-people-in-ngo-sector http://theviewspaper.net/an-interview-with-ujjwal-an-ngo/ http://theviewspaper.net/an-interview-with-anirban-gupta-founder-of-ngo-dhriiti/ http://theviewspaper.net/an-interview-with-ms-paramjit-kaur-director-of-ashraya-adhikar-abhiyan/ http://theviewspaper.net/an-interview-with-founders-of-mad/ http://theviewspaper.net/interview-with-youth-icon-2/ http://theviewspaper.net/interview-with-gurleen-khandpur-founder-free/ http://www.tkf.org.in/blog/online-volunteering-opening-up-exciting-opportunities/ http://www.protsahanindiafoundation.org/index.php

MR 2012 - Third Sector Pioneers - Sathva - Final Report - 6A

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MR 2012 - Third Sector Pioneers - Sathva - Final Report - 6A

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Youth Attitudes and Preferences for NonWorking with Non-Profits

MARKETING RESEARCH REPORT

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

NGO initiative for rural women pays off- THE HINDU

Youth Attitudes and Preferences for Working with Non-Profits

Youth is the future of the nation

1.2 ABOUT SATHVA

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

CHAPTER 2 RESEARCH DESIGN

Youth Attitudes and Preferences for Working with Non-Profits

2.2. MR PROBLEM AND RESEARCH OBJECTIVES

Youth Attitudes and Preferences for Working with Non-Profits

2.3. RESEARCH METHODOLOGY

Secondary Research Sources

Youth Attitudes and Preferences for Working with Non-Profits

2.4. SAMPLING PLAN

2.5. DATA COLLECTION AND CLEANING

Youth Attitudes and Preferences for Working with Non-Profits

2.6. DATA ANALYSIS PLAN

Youth Attitudes and Preferences for Working with Non-Profits

CHAPTER 3 EXPLORATORY RESEARCHSECONDARY DATA ANALYSIS

Youth Attitudes and Preferences for Working with Non-Profits

3.1 INTRODUCTION- SECONDARY RESEARCH

What does an NGO do?

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

Some typical forms of NGOs

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

SIMILAR STUDY DONE

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

OUR BEST WORK- ANSWERS STRAIGHT FROM THE HORSES MOUTH

An Interview with Ujjwal, an NGO

Youth Attitudes and Preferences for Working with Non-Profits

An Interview with Anirban Gupta, Founder of NGO Dhriiti

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

An Interview with Ms. Paramjit Kaur, Director of Ashraya Adhikar Abhiyan

Youth Attitudes and Preferences for Working with Non-Profits

An Interview with Founders of MAD

Youth Attitudes and Preferences for Working with Non-Profits

Interview with Gurleen Khandpur Founder FREE

Youth Attitudes and Preferences for Working with Non-Profits

Interview with Youth Icon

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

Youth Attitudes and Preferences for Working with Non-Profits

Let us see what youngsters have to say about the NGOs:

Youth Attitudes and Preferences for Working with Non-Profits

Is there anyway can the NGO can connect people?

Youth Attitudes and Preferences for Working with Non-Profits

Some of the Methods used by NGOs to attract volunteers

NGO: Nizhal Maiyyam

Youth Attitudes and Preferences for Working with Non-Profits

NGO: PROTSAHAN FOUNDATION