Quote:
Originally Posted by calf
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.
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Or the perceptions of the underlined just bleed over to the new name. Just like it always does.
Whether you want to look at it as "a rose by any other name smells just as sweet", or "lipstick on a pig", the outcome is pretty much the same.