 As-Salaam-Alaikum-Khawwati-Nahas-Rat. Wasim As-San welcomes you to the virtual University of Pakistan. Marketing for non-profits is the course under study. And the topic I'm going to touch upon today is structures of non-profit organizations and the salient features these structures carry with themselves. We all know that the structure of any organization stems basically from the purpose of the organization. Which means we have to understand first of all what the purpose is all about. The purpose of any organization underlines the need it satisfies of its target audience. That is the reason that structure of that organization stems from the purpose. While it fulfills the needs of its target audience, it has to develop certain interrelationships among its workers and reporting patterns among various levels of the organization. And that is what we call structure. Structure therefore is an indication or a guide to whether or not an organization will be able to achieve its goals. Depending upon the purpose and the mission of the organization structure varies. It is very obvious. Depending upon the motives and objectives like I said, the structure of an organization which is all about educating people on health issues is going to be very different from the one which runs hospitals and dispensaries. Likewise, the structure of an organization which is all about saving the environment and improving ecology is going to be very different from the one which is going to be about human services. So this is the relationship between the purpose and the structure of an organization. However, there are three very important constituents of the structure of an NPO. And these consist of the clients. Clients basically are the target audience with the board of directors and staff members. Let us take a look at these three constituents one by one. Who are clients? Well, like I said earlier, clients are your target audience. And your target audience could be the people who are to be approached for carrying out family planning practices. Then clients could be those drivers who need to obey the traffic laws. And clients could be those people who have stakes in not only saving the environment but also those people who are required to take some action, a concrete action in order to save the environment. So all the people that you have to approach in terms of changing their behavior to bring about a certain change, to do certain good to the society is what you call target audience. Now this is very much against what you have in the commercial markets. In commercial markets you have target audience who buy your products. Here in NPO's you have your target audience who are required to change their behavior in order to do something good to the society in terms of social welfare. So in other words, the actions which are required on part of those people who after taking the actions will do some good to the society is all about the target audience of NPO's. The second constituent is the board of directors. Well, they are the people who initiate certain cause and depending upon that cause they come up with organizations. However small the organization may be at the beginning but it is an effort which has to be carried out in an organized fashion and that is what gives their effort the shape of an organization. They are very important people because they are impassioned with the fulfillment of a certain cause and in doing so that they have to develop the organization by employing staff members. Before I start talking about the staff members a few more words about the importance of the members of the board. They are the people who basically are responsible for two important areas. The one is to serve the cause which means that they have to be able to develop certain kind of a relationship with the working staff members that they are enabled to carry out the guidelines given by the board of directors. So in other words the board of directors have got to be very clear about the policy guidelines which they give to their staff members. The other prime objective of their job is to generate funds until they generate funds NPO's they just cannot sustain themselves. If an NPO happens to be kind of an NPO which sells products or services it is a different matter altogether but the fact is that in order to fulfill certain programs which take a lot of time for implementation the board of directors have got to be very keen observers of the whole effort that is undertaken by the staff members. So their role in NPO's can hardly be over emphasized. Now this is not to say that the board of directors do not really carry importance when we talk about the commercial organizations. What happens is that in commercial organizations we have certain other success parameters which talk about performance of management and the basic parameter of success is profitability. As long as the companies are generating profits and posting good returns everybody is happy and the board of members have a very strong indication of an efficient and effective management. Now this is not the case where NPO's because NPO's basically are all about fulfilling a certain cause and in fulfilling that particular cause they have to come up with a collection of programs and implementation of those programs could take a long time and therefore these members of the board have got to be very acute observers of the development that takes place phase by phase and moment by moment. Now this is not to say that they have to involve themselves at every moment all I'm saying is that they've got to be aware of the performance which is taking place within the organization. So from that standpoint their role becomes extremely important. The third constituent is the staff members. Who are the staff members? Well just like in commercial organizations we have staff members working for non-profit organizations. However in NPO's the staff members could be paid staff members and they could also be volunteers. We have volunteers from high schools and from colleges especially in the developed world working for NPO's and the fact of the matter is that having served an NPO brings something very positive to the resumes of these youngsters. The paid staff members are the ones who work full time just like we have staff members working for other organizations. The only thing is that the relationship between the members of the board and the staff members has got to be such that staff members could find themselves, could be working in an enabling environment trying to achieve all the results which are part of the motives and objectives of the NPO and this goes without saying that the purpose and the mission of the organization explain all that. Whether it is an organization engaged in running dispensaries or hospitals or it is creating awareness about family planning or deadly diseases like HIV, AIDS etc etc staff members have got to be very highly aware of the kind of programs they are supposed to carry out. Now in order to rub in the importance of the quality of relationship between members of the board and the staff let me take you to the certain graphics which is going to make it amply clear what is the kind of relationship I am talking about. This is a slide which shows you the nature of relationships and this actually summarizes all the three points which I talked about. Number one is the purpose and mission of the organization. Now this is something which is in the domain of the board of directors. The second nature of the job is developing and maintaining good relationship with the staff members and this of course is required of the board of directors. Number three thing which I talked about is the implementation of programs. So this is kind of a sequence of the activities which take place in an organization. I mean a non-profit organization starting with purpose and mission and ending at the implementation of programs. The importance of programs and the amount of time they might take for the implementation are the kind of things which I have been rubbing in all along with my teaching. Now in order to make it further clear as to how the role of the board of directors can really make the overall working of an NPO more effective, let me take you to yet another graphic. If we take the good look at this slide, we see that this is kind of a repetition of the one we saw earlier. I mean the middle part of the graphics and we have those three areas, purpose and mission and working by staff and implementation of programs. The importance of these activities is accentuated by exhibiting the relationship which board members will have and do have with people working for NPO's. First of all the members of the board have got to have a very clear vision of the purpose and the mission of the organization and like I said earlier these are the kind of things which emanate basically from the motive of the organization and we know the motive is something which the people with a noble cause harbor all the time and they are impassioned to take that to the logical conclusion. So in other words what I'm saying is the board members with clarity of vision can and rather should come up with a very clear purpose and mission for the organization so that the staff members can with full commitment and dedication execute all that which has been laid down as policy guidelines by the members of the board. The next level or the area where the importance of members of the board really that comes in is the maintenance of good relationship with the staff members and this is something which I touched upon earlier if they have the good relationship with staff members staff members will be in a position to translate all those policy guidelines into actionable programs and come up with good results. Now this takes it for granted that staff members are able people and they have basic competencies I mean core competencies in order to carry out all those programs which have been put together by them as a translation of the purpose and mission of the organization as enunciated by the members of the board. The third area where members of the board really have to play a very important role is monitoring and control. Now this is not to say that monitoring does not take place in commercial organizations all I'm saying is that in NPOs this area takes on added importance. Why do they have to monitor the progress all the time because of the nature of the programs. They are not selling tangible products also they are not selling services in most of the cases and therefore the programs which have been put together for things which are going to take a lot of time for implementation involvement and dedication of members of the board is of very high importance and that is why they have to monitor the whole thing over and over again. It is something which just cannot be ignored and if they really can monitor the working of the staff members in a way that staff members feel motivated to the working for those directors then the overall result of the whole effort as you can see from the graphic is good governance. So to summarize we can say that good governance is a function of very clear and effective policy guidelines given by the members of the board plus ability of the management of the NPO to carry out all the programs which are a reflection or a translation of those policy guidelines. Let us now conclude this topic. We can summarize the whole thing like the following. Number one is that the structure of an organization is a function of the purpose and mission of the organization and the purpose and mission basically stem from the motives and objectives of the people who start that particular or any particular NPO. Number two is that the structure of an NPO consists of three basic components. Number one is the target audience who are known as clients in NPO terminology. And number two component is the board of directors and number three is the staff members. The board of directors could play a very important role toward the overall working of the NPO. Now this is not to say that the staff members are the ones who play a secondary role. They also play a primary role. The only thing is that this got to be a tremendous coordination and understanding clarity and transparency between the working of the board of directors and staff members. However, directors of the board take edit importance in NPO because they are the initiators of the cause and they are the ones responsible for implementation of the programs and they are the ones responsible to generate funds in order to sustain the organization. Therefore, they are the people who have got to be very astute visionaries so that they can lay down very clear policy guidelines and the management of course has got to be a team of good workers who really can translate those visionary guidelines into good actionable programs. One more thing about the board of directors is that they've got to be people of undisputable and unquestionable integrity. There should be no conflict of interest. Conflict of interest has been defined as interest on part of the board of directors meaning personal or vested interest on part of the board of directors which they might place before the interest of the organization and that is where the organizational interests are compromised. There should be no compromise and there should be no conflict of interest. So this is the conclusion of the topic that I've discussed and it has been about the structure of an organization in the non-profit area and its salient features. With this conclusion, let us now move on to the next topic which is about the need for marketing in the non-profit area. The related questions that we may think to ourselves or ask ourselves are why is there a need for marketing in an NPO? And the second question is who is supposed to understand and appreciate the importance of the application of marketing principles in NPO's? Just the managers working for NPO's or also some other people? The answer to this question has got to be found out and it is going to be found out in connection with the relevant discussion which I'm going to give you as part of the importance of marketing. We all know that the marketing basically is a behavior change or behavior influence game. We carry out the marketing practice in order to change the behavior of our target audience in order for them to buy more and more of our products or services. We want them to prefer our products over competition. Come to us, buy our product, become loyal to our company. And same as the case with NPO's, but before I start talking about the NPO's, let me give you a very brief description of the kind of marketing practice carried out in commercial organizations for the sake of consistency and drawing the relationship between that practice and the one we have or should have for NPO's. We all know that the marketing practice starts with internal marketing in commercial organizations for the simple reason that the marketing people have to take along with them everybody who has stakes in the launch introduction or the maintenance of a certain product. They have to convince members of the board, equity holders, top management, and the trade members, meaning all those who have stakes in the company and the product in focus. After they have carried out this job of internal marketing, internal marketing, meaning they have sold the idea of the application of the marketing as they envisage, they get on to the next phase of marketing, which is external marketing. External marketing is where actual behavior influence game amply manifests itself because it is where we see the application of the principle of marketing in the form of variables of marketing mix. The variables are at play at this juncture because we have the product, we have priced it, we have distributed it, and we are carrying out promotions. All these manifestations influence the target audience either to buy your product or not to buy your product and why they may not buy your product is beyond the scope of this discussion at the moment. But the point is that the basic two areas where managers are engaged in a commercial organization are internal marketing and external marketing. As a result of external marketing, if they are in a position to do a lot of sales and bring in profitability to the company, that is the end of the story. End of the story in a way that becomes an iterative process and it goes over and over again. Everybody is happy, satisfied with the profitability and all that. Profitability being the prime success measure or parameters within any commercial organization. Given all that, we can easily say that the application of the principles of marketing in a non-profit context is at least as important if not more. The fact is it is even more important because changing of behaviors within a non-profit environment is even more challenging than it is in commercial organizations or in a commercial setup. For the simple reason that the behavior change game is a little more complex when it comes to non-profits. Why? Because we are dealing with programs, I mean the kind of programs that I've been talking about. We are trying to change behavior of people in order to change their actions into becoming either better citizens or into the becoming kind of citizens who will take actions toward the end that we have envisaged in order for the society to become a better place. So this is the difference between a commercial enterprise and a non-profit enterprise. The application of marketing is as important as it is on the commercial side but the only difference is and which is the big difference that on the non-profit side the application of marketing is a little more complex because of its two of complex variables involved in implementation of different kinds of varied programs. Now, having said all that, there is a need on part of not just the managers working for the non-profit organizations but all those people who are involved with the non-profit sectors. In other words, which means that the marketing managers of non-profits have to influence not just the equity holders and other stakeholders in a commercial enterprise, they have to influence donors, funders, government, government agencies and all those stakeholders who have stakes in the outcome of the mission and NPO has undertaken for fulfillment. Dealing with the question of who else should really understand and appreciate the importance of application of marketing principles in addition to managers working for the NPO's, I can say with a lot of confidence that owing to the growth of the non-profit organizations they have to deal with so many government agencies and the corporate sector that people within the government and the corporate sector have got to understand and appreciate the challenges of the non-profit enterprise and therefore need to have a thorough grounding in the principles of marketing. It's not only NPO managers who've got to have a complete understanding as to how to influence the donors and the government agencies that is a very important marketing job. The personnel also have to have a complete understanding of the application of marketing as it works in the non-profit environment. Similarly, the managers on the corporate side who are associated with the non-profit sector about which I'm going to talk about in detail in one of the coming lectures also need to have a complete understanding of the dynamics of the non-profit environment in order to be able to contribute more effectively and efficiently to what the cause they have collaborated on with the non-profit organization. What is happening is that the non-profit organizations are getting into collaborations with the government agencies and also with the corporate sector and in that context it becomes very important for all the people working for all the three sectors to have a good understanding of the principles of marketing so that they can understand each other's language and so that they can contribute toward the goals of the non-profit organization in particular toward fulfillment of its particular cause. Let me show you this thing with the help of graphic. As you can see from this particular slide that we have two areas. One is commercial marketing and the other is non-profit marketing. In commercial marketing you see just two aspects because one is internal marketing and the other is external marketing. Now these are the two aspects I talked about in detail. If you take a look at non-profit marketing you see three circles indicating internal marketing external funders and external targets. Now the question is who are external funders and who are external targets. One thing which is very obvious from these two competitive diagrams that there is more work to do in the non-profit area because non-profit the marketing deals with more sub-areas than commercial marketing does. Non-profit marketing people have to do with external funders because they have to generate funds. Although it is one of the prime responsibilities of the board of directors but board members may also and do mostly involve effective managers within the organizations to help them to word generation of those funds through external funders and who could be the external funders I did talk about that in detail earlier. I will touch upon this area in detail in one of the subsequent lectures. The third area which the non-profit marketing people deal with is the external targets. So it is the clients or the target audience which they deal with and that also needs no further elaboration. The fact remains that the area of non-profit marketing is a little more complex and a little more elaborate I would say in terms of the efforts they have to carry out to fulfill their mission. And with this I conclude this topic by giving you a little summary and that is going to make the whole thing even more clear and free of any confusion. It is much less difficult in a commercial enterprise to have your target audience change their behavior in preference of your brand. It is not that easy in a non-profit context to change the behavior of your target audience. Why? Because it is a lot more complex to have your target audience change their behavior in terms of maintaining certain spacing between children as part of the family planning effort or in order to have your target audience change their behavior in terms of vaccinating or having their babies vaccinated for diarrhea. Now these examples clarify why it is a lot more complex effort on part of the non-profit marketing managers to carry out their marketing programs in comparison with the commercial marketers. And this brings into a sharp focus the central role of the application of marketing principles in the non-profit area because marketing remains the behavior influencer or the behavior change game. With this let us now move on to the next topic which is about the evolution of the non-profit sector. The question here is how did the evolution of non-profits take place? People have been helping each other for times in memorial. The fact is that the humans have been helping each other generally and in times of distress particularly. They have been forming small bodies within communities on self-help and self-sustaining basis. What are the reasons I have been talking about? In order to help each other the bodies grew from time to time and they have taken the shape of NPOs the way they present themselves today. It has been a long journey but the fact is that all along the evolution of these bodies which now have come to be known as non-profit organizations there is one thing which has been consistently presenting itself and that is doing something good to the society helping others from the standpoint of bringing about an improvement in social welfare. According to experts there are three stages to this evolution. The first one is known as the voluntary stage. This also is known as the civic model. The second one is philanthropic stage whereas the third one is the market or the competitive stage. Let us talk about these one by one. The voluntary stage is the oldest stage of evolution and that is the one which I referred to when I was talking about small bodies on self-help and self-sustaining basis. Actually the help was offered in those areas which were neglected by the governments. The fact is that even today there are certain areas which are neglected by the governments and we as the non-profit managers do jump into the vacuum for improving social welfare. However, what really strengthened the initiative taken by people during that period at those times was the religious values. The prime motivators were altruism and generosity. Along with the religious values, the social values also came into play because what happens is when we operate in a society on a day to day basis we just cannot ignore these sociological factors and in came the inevitable side of the sociological factors and on the basis of shared values people started giving refinements to the associations or the bodies which they had developed. In other words what I am saying is they are not only on the religious spaces but also on the lines of ethnicity and on the lines of shared values because the people from within the same religion came up with associations within their own communities or within their own ethnic setups and the result was the further distinctions and refinements to the associations or the bodies which they had formed toward improvement of social welfare. It has generally said to the bi-sociologists that the shared values become a very strong bond and they lead toward complete cohesiveness and homogeneity. Cohesiveness in other words is a function of shared values and when you share certain values within the same religion your bond gets further strengthened. We can take the example of the community that works on self-help basis and undertakes performing of all the final rites and rituals at the time of death of a person within the community. Why do they do that? Because the religious values along with sociological factors come into play and become the basic motivators for rendering of the service. We have these kind of associations in our society as well and the example that I have given to you is an example from within our own society. So what happens is the people start these kind of associations on ethnic basis and they become big and then bigger and at times they also cross the ethnic lines and they become even bigger to serve other ethnic groups and they become huge organizations. The question arises why do they form these associations on ethnic lines and the answer lies in having easy access to the resources of one ethnic group. I think it goes without saying that when you are one ethnic group and share so many different social cultural values and also are part of the same religion you are more cohesive and you are more homogenized and you have access to resources and developing and sustaining the organization becomes less challenging than it could have been otherwise. However in the process you become big and cross the ethnic boundaries into bigger organizations. Let's now talk about the next stage which is the anthropic stage. As a result of the Industrial Revolution there was a lot of wealth among certain individuals and families in the industrialized world and what happened was with a sense of renewed social responsibility people who were wealthy wanted to help others and they started forming and founding foundations which oversaw the working of the associations or the kind of associations which I was talking about in relation to the earlier stage. These foundations came up and started helping people in ways that are much bigger than the people helped each other in the previous stage. The fact is that we may not have a lot of foundations in our country but there is a tremendous the growth of individuals and families who do not really hesitate donating huge sums for social welfare causes. Although there was more money in the hands of the wealthy people who wanted to help others toward the improvement of social welfare but the fact remains that the motivators behind that spirit were the same as we witnessed in the first evolutionary stage or the voluntary stage and those were religious values and the social responsibility. However the one expert adds to these two motivators another factor which is the factor of market failure. It sounds very interesting and the expert expounds that the markets are regulated by the forces of supply and demand and hence determined pricing by the interplay of these forces. So what happens is because of high prices of good quality or high quality services the underprivileged cannot enjoy those services because they are not available to them for the possibility of funds. They do not have enough money to pay for those services and therefore there's a vacuum and that is why this expert calls it the market failure factor. The factor means that the vacuum has failed by non-profit organizations and we see so many different examples in the areas of education the health and human services. We have good universities doing an excellent job of providing good education and we have good health services providing different kinds of treatments or different kind of ailments. May that be in the area of cancer, in the area of eye treatment or in the area of kidney treatment we do have all these services available within our country. If you run your mind toward what I'm indicating you will know what I'm talking about. So the factor means that we have also the people who liberally and very generously donate toward these kinds of causes and exhibit philanthropy on their part. The third stage is known as the market stage or the competitive stage and that is the stage that we find NPO's today. At this juncture they are beyond the stages of associations and foundations and they find themselves in a very competitive situation. Why? Because of the fact that there are so many NPO's. The growth dynamics of NPO's necessitate that they take a very close look at the application of marketing principles and try to deal with the kind of competitive pressures they find themselves under. What are the competitive pressures and why do they occur? Well the competitive pressures occur because of the fact that we have so many NPO's working for the same cause or for similar causes and because of that reason the funders and donors could find themselves in a difficult situation deciding who to donate and who not to donate and this is here that the importance of application of marketing principles to win over those funders and donors it becomes extremely important. This competitiveness gives the marketing a very central role and it is because of the application of the marketing principles that we see so many NPO's in the western markets getting into commercial activities and like I indicated earlier hospitals are seen getting into fitness centers where they generate funds and by the same token the museums are seen getting into managing shops where they sell artwork and universities are seen getting into alliances with research companies in order to generate funds. These developments are not without criticism. Critics say that this amounts to going overboard and that this is too much of commercialism. However NPO's could also have the proponents who say that there is nothing wrong in going for this kind of commercialism as long as the money generated is kept back within the NPO's. In other words if the NPO's remain within the charter of not distributing that money and rather keeping it back to themselves to bring in more vitality into the future programs there is nothing wrong in getting into the commercial activities. So this is the kind of situation NPO's could find themselves today. Having talked about all these stages I should now move on to giving you the conclusion of all these stages. The one consistent linkage that we have seen all along these three stages is the willingness to work for others and the willingness to improve social welfare and for that we've been having the different kind of associations and then organizations could have meant to improve the lot of people. We have seen that generation of funds could also have been a consistent activity among the associations first and then the organizations in the later get a part of the evolutionary stages because without generating funds NPO's just cannot sustain themselves for a long time to come. Actually the conclusion is that NPO's should generate funds to the point where they do not really have to spend a lot of time in generating funds through others unless they are into kind of the marketing which is all about intangible programs where they cannot sell anything and they have to depend upon donors and funders NPO's should carry out some kind of commercial activity which gives them a reason and a platform to generate their own funds. With this let us now move on to the next topic which is about the influencers of NPO's emergence meaning we have learned the evolutionary stages of NPO's but we also have to look at those factors which really influenced their emergence and in trying to learn that the one question which comes to our mind is what really are those influencers? Well the answer lies in the three different influencers the first one is the social marketing the second one is the international dimension and the third one is what we call the involvement of the corporate sector Let us briefly talk about all these factors in order to have a clear understanding of this basic aspect of NPO's as well Well the social marketing is all about serving social causes and the fact is that if we take a good look at the evolution of NPO's which I just talked about we will see a consistent linkage of the willingness to work for others and this is what we may call social marketing because social marketing is all about serving the society doing something good for the social welfare of people within the communities and within the society and that is why it is known as social marketing The fact is that the concept of social marketing is not very old it is just about two decades old and therefore it is a new area of study and the needs to be understood in the total clarity This also is an area which I am going to talk about in detail in one of the subsequent lectures but here I will touch upon this as one of the subsets of the non-profit sector or non-profit marketing Here an important distinction has to be made between social marketing and social media marketing Social media marketing is a new terminology which is very popular among young people like yourselves and the fact is that the social media marketing is miles and miles away from social marketing although it is beyond the scope of the discussion at hand but to have a complete understanding and to keep any confusion from arising we must know what social media marketing is all about It goes beyond the traditional tools of advertising, promotions into web-based internet tools like Facebook, Twitter and blogs, etc Social media marketing basically offers sellers and buyers to interact with each other making communications two ways as against a one-way process in the traditional way We know when we carry out traditional marketing we communicate with our buyers in a one-way process when we advertise in papers or we run television commercials it is a one-way communication process There is no way that our customers or consumers can get back to us immediately telling us about the way they think about our products and services Social media marketing has made it possible to have the two-way communication between buyers and sellers The buyers can give their insights to sellers to bring about improvements in their products or they may appreciate the products so that they can reinforce the features of the products and buyers can also criticize their products for the sellers to take corrective actions This is the importance of social media marketing In social media marketing you also have a chance to develop the social communities and through those social communities you can talk about a certain brand you can promote a brand or you really can run a brand down if you think that the brand is not good enough So the social media marketing has its own importance but it remains a part of the integrated marketing communications and therefore it is not to be confused with social marketing Social marketing is all about social welfare programs This is something that we have to keep in mind Social marketing is all about bringing about a behavior change in our target audience to achieve certain objectives in relation to social welfare This is a huge difference between social marketing and social media marketing If we take a good look at the world-renowned social marketing programs we shall seek one commonality of purpose whether the program is about creating awareness on family planning or against the deadly disease of HIV AIDS or educating the simple village folks about how to rightly administer the ORT, the dosage to their babies There is one thing common that social marketing programs strive to bring about a change of behavior in the target audience and therefore it is very very different miles and miles away from social media marketing Because of these features social marketing really makes the use of the concepts of marketing in order to make the programs successful The second influencer of the emergence of NPO's is the international dimension The fact is that internationally there has been a diminishing support for NPO's, for reasons Governments have been cutting back their funding to NPO's and even international agencies have been revising their programs when it comes to providing support to NPO's all over the world However, international agencies do support some causes which are international in nature In other words, if they are supporting one cause in one country they do not seemingly have reason not to support the same cause in another country but generally the support has been diminishing So what is the result? The result is a vacuum and that vacuum is being filled by NPO's Because of the growth of NPO's the environment, as I talked earlier is becoming more and more competitive and because of the diminishing support from the governments and international agencies more and more NPO's are coming up to fill the vacuum and therefore the importance of application of marketing just cannot be ruled out Marketing does take the central role in order to make the programs successful The third influencer has been the involvement of the corporate sector Just because of the reasons that I've talked about, meaning diminishing support from the government and international agencies NPO has started approaching the corporate sector and the corporate sector founded part of the mission which is to be socially responsible Actually when the corporate sector joins hands with NPO's they look more socially responsible because they look like serving a certain cause The result is that their staff members start feeling more motivated and they also do some kind of volunteering work for the NPO's and in the process improve earnings for their the corporations The NPO's also gain by way of getting part of the contribution from sales proceeds of the corporation which is engaged with the NPO to fulfill a certain cause So the fact is that it works both ways Both stand to gain and therefore the corporate sector also has been one of the great influencers for the emergence of NPO's Not only the emergence of NPO's but strengthening of the NPO's working We can conclude this the topic like the following Growth of NPO's has taken place with every increment of the intro answers And owing to the challenges the NPO's have learned to work in a co-ordinated and collaborative way with the governmental and international agencies Inter-governmental and inter-agency interactions have added a new dimension to the working of the NPO's And similarly the working of the corporate sector alongside where the NPO's has also added a new facet to the working of the NPO's The fact is that the NPO sector gains financially and the corporate sector fulfills its many strategic needs through this engagement with the non-profit sector With this I would like to thank you for your attention and look forward to talking with you in the next lecture Thank you very much