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Originally Posted by Weitz
The link for me is blocked at work so I can't comment on the article.
But I know most people correlate not-for-profit's with Charity's. Would you guys say this is accurate? I know there are plenty of NFP's that have nothing to do with charity so do they get branded like charity's? Is that what the article is alluding to?
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It's more about not calling charities charities. These organizations have a mandate to fulfill a societal need, which takes money. Charity, or even not-for-profit, implies a level of poverty or inferiority. A different name would justify or make it more palatable that these organizations are raising and spending big dollars for the work that they do. The author's conclusion is to stick with non-profits, but makes suggestions to "rebrand" as Impact , or For Purpose organizations, as examples.