PEOPLE PERCEPTION AND ITS IMPACT ON THE PHILANTHROPIC ORGANIZATIONS

Abstract

Philanthropy provides moral support to mankind to fight against the social problems which are either manmade or natural. Pakistan which is Muslim community, people donate a lot each year but still the social problems there. Instead of decreasing these problems, these are increasing. Recently, Pakistan has shown a downward behavior for philanthropy. This shows that people perception is diverting from this noble cause that is not good sign as it can effects performance of Philanthropic organizations and ultimately can imbalance society. Aim of this study is to analyze people perception about philanthropic organizations and to check that how successfully these organizations are using impression management to make themselves prominent in society. This study will also analyze the moderating role of impression management on people perception for performance of philanthropic organizations. Result shows that people perception and impression management have significant and positive effect on performance of philanthropic organization. Results also mention that impression management fails to moderate on people perception for performance of philanthropic organizations working in Pakistan.