The science of branding in the social development sector
Often one wonders while joining or contemplating joining the development sector, about the compensation and perks it offers. Well, if one compares the financial or any other form of quantifiable benefits not-for-profits offer at least in India, it can barely be compared with the corporate world. There are various kinds of opinions that flood the internet on this issue, commenting on how remunerative the sector could be despite being a poorer paymaster comparatively. Then what? Why is still there a chord that strikes a million hearts and compels a sizeable number of the best and brightest to choose the sector, not as a leisurely tryst, but as a full-fledged whole-time career opportunity? The story behind remains often shrouded than shared explicitly.
It remains so mostly because of a prevalent notion in many non-government organisations (NGOs), that all the good work will speak for itself – and the entire effort should go to accomplish that work, not for publicising it. Corporate or businesses, on the other hand, spend five to ten percent of their total revenue on publicity, and brand management. Basically, telling their story to make them more visible. After all, those products only sell what occupies the consumer’s mind the more. Just recall the 1990s, when upon hitting the streets, your eyes will be glued on the large hoarding boards depicting the refreshing spring under which a girl is taking a bath! The visuals and the copy would perhaps immediately convince the common mass about the freshness the soap brings in while bathing, during the long scorching Indian summer days! Their story is conveyed, people are convinced, the product is sold, and revenue is generated. Short, crisp, visually appealing and catering to one aspect of everyday life.