IJSSER

Title: EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT
Authors: SUVEER SAWHNEY
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SUVEER SAWHNEY The British School, New Delhi
MLA 8 SAWHNEY, SUVEER. "EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT." Int. j. of Social Science and Economic Research, vol. 4, no. 4, Apr. 2019, pp. 2943-2949, ijsser.org/more2019.php?id=218. Accessed Apr. 2019. APA SAWHNEY, S. (2019, April). EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT. Int. j. of Social Science and Economic Research, 4(4), 2943-2949. Retrieved from ijsser.org/more2019.php?id=218 Chicago SAWHNEY, SUVEER. "EFFECTIVE MARKETING AESTHETICS AND STRATEGIES FOR THE INDIAN NON-PROFIT." Int. j. of Social Science and Economic Research 4, no. 4 (April 2019), 2943-2949. Accessed April, 2019. ijsser.org/more2019.php?id=218.
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Abstract: Non-profit organizations are bodies that engage in economic activities for the purpose of benefiting communities and bringing social change in contrast to traditional business ventures which have a profit motive. They receive a majority of their funds from financial contributions from donors and members and not from the exchange of goods and services. They engage in activities to provide public services to underprivileged sections of the society like free education for orphans and free healthcare for those who cannot afford expensive medical treatment. Nonprofit organizations engage in similar activities as some branches of the government but they are more independent and flexible in their workings. Governments actively seek the help of nonprofit bodies to implement public welfare policies such as family planning, consumer education and so on. In India, non profit organizations can be legally established and under 9 different legislations such as the Companies Act, 1956 and the Public Trust Act, 1960 depending on their formation, membership and working. They are given exemption tax breaks amongst other form of government assistance to foster growth. However, it is imperative for non-profit bodies to stay connected and relevant to the public to not only attain their social goals but also for their sustenance and growth. This paper gives a background of non-profit bodies and their growth in India since independence. It aims to analyse the problems associated to brand building and marketing which are important for non-profit bodies to be financially secure. It surveys related problems that prevent the growth of these bodies and the role of social media and technology to solve those problems. Lastly, it contains policy recommendations which aim at making nonprofit bodies more relatable and visible to the public eye, which increases chances of creating social change.

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