The present study has been focusing towards determining the effectiveness of the NGOs in
making a difference in the development of Pakistan rural areas particularly considering
Chitral province from the community approach. This research intended to examine how
NGOs in Chitral apply community approach for the rural development of Chitral
particularly by focusing on Ayun and Yarkhun Union Councils. The present research used
a case study research design and ethnographic qualitative approach by focusing on the
directly observable material items to notice the entire education, health and gender equality
in Chitral after the entry of NGOs. In order to collect appropriate data, three key tools were
selected, including observations, Focus Group Discussion (FGD), and In-depth Interviews
(IDI). Purposive sampling method was used to select a total of 152 informants from the
two councils of Chitral, Ayun, and Yarkhun for data collection where 64 informants from
each council were selected for FGDs and 12 for IDIs. The number of the sample was
subject to saturation point. The snow ball sampling was used to reach out the various
informants in the study. The data were analyzed using open coding method and thematic
analysis. The results of the study have indicated that the NGOs (particularly AKRSP and
SRSP functioning in Ayun and Yarkhun Councils of Chitral, respectively) are primarily
applying community approach by focusing on different factors. For instance, the major
ways or activities followed to implement community approach within the identified
regions are involving local people and staff members in every activity and/or even in
decision-making process to know about their needs. NGOs in Chitral have been trying to
make education compulsory for both genders, besides improving health awareness and
facilities in the hospitals, and promoting gender equality through effective actions,
including campaigns and workshops. The research further explored that the activities
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adopted by NGOs in these councils assessed by the communities were found to perform
effectively in informing people regarding the importance of high education, improved
health and gender empowerment without which the rural development (high standard of
living) is not possible. The study depicted that the entry of NGOs in Chitral has been
accepted through implementing projects, which are influential in making significant
contributions to bring positive changes to the communities. Thus, these organisations are
suggested to take some rational actions to aware people through cost-benefit analysis who
are less interested in participating the rural development. The research had indicated that
for the issues encountered in the case of community approach, awareness and
understanding should be increased for rural development in a more holistic way. On the
contrary, the contemplated study further showed some research limitations, such as lack of
mixed method. Thus, it is recommended for future researchers to employ a mixed method
on a similar study
