Should we call the active participants of a nonprofit activity as “beneficiaries”? I understand the point that beneficiaries are recipients of the social benefit (therefore, beneficiaries), however I have seen organizations trying to motivate individuals to get involved as active participants, on a leading role of their nonprofit activity. The idea of co-creation of value, as we learned in other classes, builds upon the idea that beneficiaries are actually partners of the venture. I’m having a hard time using the term “beneficiaries” because it creates a sense of passivity.
But as I said, this is a side comment, since it is just like coming to a Finance class saying that shareholder value is more than just the equity money figure. Yeah, right.
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