One of the biggest and most obvious differences between for-profit companies and non-profits is that the former has customers; the latter, beneficiaries or recipients of services. Because no money changes hands in the NGO scenario, we often think of customer relationships as reciprocal and beneficiary engagement as one-way. However, it’s not enough for NGOs to simply put assistance, products, and provisions into the hands of beneficiaries. They must also ensure that donated resources suit beneficiaries’ needs and capabilities, so that the resources can and will be used.