Non-government Organization Social organizations operating outside the confines of the market and the State play a significant role in social and economic development. Keywords: (NGO)/Non Profit Organization(NPOs) generally means “any organization not established by government”. Such According to the Society for Participatory Research in Asia (PRIA) , there are nearly 1.2 million nongovernment organizations operating in India, and their total funding in 1999-00 was close to Rs. 18,000 crores that's around one per cent of the country’s GDP. The main source of receipts for NGOs are self generated loans, grants and donations. NGOs face lot of challenges in terms of human resource management, space, funding, marketing, etc. NGOs compete with each other for the same funding source and hence managing an NGO becomes a challenge. Poor marketing strategies resulted in the closure of many small NGOs. “Why can't we sell brotherhood like soap?” was a famous article written on marketing. A non-government organization needs to sell a cause by following the same principles a consumer marketer does. In the full paper we will analyze the strategies adopted by few successful NGOs which are managed by men and women social entrepreneurs in Tamil Nadu.

Keywords: Non Government Organisation (NGO), Non Profit Organisation (NPO), challenges, strategies, funding, net working, social marketing & celebrity marketing.)