KARUNA BRAND GUIDELINES APRIL 2017 PAGE 1 OF 12These guidelines define the basic elements of the Karuna brand.The purpose of these guidelines is to define a set of rules and recommendations that guarantee the correct application of the basic elements of the Karuna brand. It is essential to provide a consistent message so that we give a clear and accurate perception of our work.Thank you for your cooperation. Brand GuidelinesKARUNA BRAND GUIDELINES APRIL 2017 PAGE 2 OF 12KARUNA BRAND GUIDELINES APRIL 2017Inspired by Buddhist values, Karuna exists to end caste-based discrimination, poverty and inequality in India and Nepal. Our work with individuals focuses on education, dignified livelihoods and gender equality, transforming communities and changing society.Karuna believes...• Individual transformation is crucial for genuine social change• Authentic communication has the power to change lives• Every human should have the opportunity to fulfill their potential to grow and developKaruna exists to end caste-based discrimination, poverty and inequality.Karuna’s PurposeDescribing Our WorkKaruna’s StoryIn 1980, a small group of Triratna Buddhists travelled home to the UK, deeply moved by the suffering they had witnessed among the very poor, Dalit communities in Maharashtra, India and inspired by the teachings of social reformer Dr. Ambedkar.Deciding they needed to act, they began fundraising in the UK while living together in a community to save money. Before long, a new form of door-to-door fundraising based on the non-violent principles of Buddhism began to emerge and Aid for India, today known as Karuna, was created.Since then, Karuna - which means “compassion” in Sanskrit – has grown, always keeping true to those principles upon which it was founded. We still only fundraise using volunteers and never outsource our fundraising to agencies. We do not send gifts and gimmicks nor bombard our donors with letters and we never share donor details with third-parties. We also continue to exercise the Buddhist principles of non-KARUNA PURPOSE AND ORIGINaggression, positive communication and skillful means in our fundraising. In practice, this means that we empower the donor to make a conscious and considered choice to give, rather than feel pressured or manipulated into donating. Our fundraisers incorporate their spiritual and ethical frameworks into their fundraising and do not work to quotas or for bonuses. This is echoed in our salary system, as each employee at Karuna, including our CEO, is paid on a needs basis and not according to seniority.Karuna is a Triratna team-based Right Livelihood - a Buddhist ideal of working ethically and non-violently. Our CEO and Trustees are always ordained members of the Triratna Buddhist Order and we emphasise the importance of working and practicing together, striving to create positive change in oneself as...
