Peoples’ Perceptions Towards NGOs: Evidence from Eastern India

Non-Governmental Organizations (NGOs) play a pivotal role in India’s socioeconomic development, yet public perceptions of their legitimacy, transparency, and effectiveness remain underexplored. This study investigates how trust in NGOs is shaped by service quality, transparency, accountability, community engagement, sustainability, and communication channels. The research was conducted across three eastern Indian states—Jharkhand, Bihar, and West Bengal—using a large-scale quantitative design. Data were collected from 1,200 respondents, equally divided between urban and rural areas, through a structured survey. Factor analysis identified seven underlying dimensions of perception, while correlation and multiple regression techniques were employed to test hypothesized relationships. Findings reveal that Service Quality & Effectiveness and Community Engagement & Cultural Fit are the strongest predictors of public trust, followed by transparency, communication strategies, accountability mechanisms, and sustainability efforts. Rural respondents consistently reported higher trust levels, reflecting stronger local engagement, whereas urban participants emphasized long-term stability and governance. The regression model explained 61 per cent of the variance in overall trust, underscoring the multidimensional nature of perception formation. The study provides actionable insights for NGOs, highlighting the need to deliver high-quality, culturally sensitive services while strengthening transparency, accountability, and communication. These measures are critical for enhancing legitimacy, donor confidence, and community participation, thereby improving long-term development outcomes in India.