USAID (United States Agency for International Development) has been one of the largest sources of funding not just to the governments in developing countries but also to international as well as local NGOs. It has been providing financial assistance for nearly fifty years. However, it is only most recently that many of the major USAID projects have been labelled as ‘From the American People.’ It did not exist prior to the September 11, 2001 when the World Trade Center in New York was attacked. After this unfortunate event, everyone knows that the overseas assistance of the USAID underwent a dramatic change, which included a reduction in the worldwide resources for development. But another strategy that changed after this was the branding of USAID. Now it has become mandatory for all projects to carry the label: “From the American People.” This is specifically to raise more awareness about the developmental activities of the U.S. around the world and to give message to the recipients about the goodwill arising from the U.S. taxpayers’ money.
