Public Goodwill

Public Goodwill

Any mention of goodwill always points at the business context of the word. It is defined as an intangible asset in business terms. Very little is spoken of goodwill in terms of reputation or respect earned by an organization, involved in charitable and social welfare activities.

However the true reflection of goodwill in nonprofit is the support that such activities garner, as much from the public in general as it is from corporates in terms of CSR. Activities of social, healthcare or environmental impact are seen to pick up public interest and support on their own.

However, the success of a goodwill drive in these activities is dependent on a few factors. The public appeal of the program is the first among these. A need felt strongly by the public, especially the local public, is likely to garner interest from the populace and as a result receives support from local business houses.

Another major concept is handing ownership of the drive to the public. Forming small teams from the public in running the project and being the supervisors of the same will give them the impetus and feeling of participation. Projects with the public participation will invariably gather steam and thus.

Perhaps the most important factor is the generation of massive goodwill is the media presentation, especially regular updates on the progress of the project. The more exposure a program gets the more likely it is that the program will generate its own operational funds.

Programs of that generate massive public goodwill has the dual benefit of being a source of inspiration for other such programs.