The number of Indians engaging in philanthropic activity has increased by 100 million between 2009 and 2013, an increase of 14%, finds recent research from Bain & Company. While the number of donors has increased, as many as 55% act out of guilt and often pick non-profits for ad hoc or unsophisticated reasons. This has created a class of 'tier 2' non-profits, whose outcomes are often unsuccessful or lackluster and whose activity more and more comes to capturing unsophisticated donor support just to exist.