CRY - Child Relief & YOU This case study : Examines the evolution of CRY and the reasons

s for its success Gives detailed information about the marketing strategies adopted by CRY for mobilizing resources from both individuals and corporates in India Explores the reasons for the corporatization of CRY and the implementation of various corporate strategies by the organization 1. What is Social Marketing? The Systematic application of marketing along with other concepts and techniques to achieve specific behavioral goals for a social good Considers societys well-being as a whole Goals are non-commercial The primary aim of social marketing is Social Good Examples: asking people not to smoke in public areas, prompting people to follow speed limits & wear seat belts Why CRYs activities can be regarded as Social Marketing activities? Because: CRY markets itself to create awareness CRY is helping YOU, help others in need The money or gain it receives is used to fund underprivileged children or to fund their further activities, hence non-commercial goals Direct Project funding : Motivated corporate funds Matched resources to the needs of development projects. payroll giving scheme Sicom, Datamatics & Clarion Avertising.

Strategic tie-ups: Archies Greeting an gifts Ltd, Increased Presence from 500 outlets to 10,000 outlets across the country Tie-ups with corporates: Tata chemicals, Pzer & NuT Website Marketing & Upgradation: www.cry.org CRY Shop funds Gifts Ltd. Increased awareness E-greetings, wallpapers online buying of products. Online donation facility. Tie-up with Verisign mc to ensure secure transactions on the net. Resulted in increased donations from NRIs. Retail Marketing: CRY Shop Generating funds for CRY activities. Selling products of CRY as well as of other social welfare projects. Rs.8 to Rs.900 Untouched by Child Labour Direct Marketing: Direct Mail Program Stromme Memorial Foundation Enhanced mailing list & database collection.

Event Related Marketing: Contributed to funds Educated Individuals about CRY. Substantial media coverage. Encouraged people to volunteer. Face-to-face communication: Tie-up with Support direct. 83% increase in individual donors in 2002. Marketing communications Personnel 25 trained people. Identied potential donors in each of the 3 categories:Carporate , single person and family person. Reach more & reach better & build conviction for the CRY strategy 2. Do you think CRYs marketing strategies can be sustained in the long run? Yes, CRY can continue to sustain as long as the people have trust in the organization & are aware of its contribution to the society. This is only possible through effective social marketing CRY had announced its financial results in 1998-99, a major step towards establishing credentials & attracting new donors. It should continue doing so at intervals. However, they would need to constantly revive their strategies with the help of enthusiastic volunteers & maintain the thin line between commercial marketing & social marketing 3. Challenges faced by CRY External Environment Government ban on trusts from conducting activities for earning profits thus forcing CRY to stop resulting in the out stir of production of greeting cards in experienced workers 1983

Creating awareness and credibility 2001, the year of disaster sawCRY under tremendous pressure Internal Environment: Rippan nurtured new talent, thus resulting in outstir of experience workers. Started off as a One-man army, hence increased depenency on one indiviual 10. Steps taken by CRY to combat the downtrend in funding Reexamination of financial situation, took steps to reduce costs Became selective when it came to aiding social welfare projects All marketing activities were done in-house Restructured itself to deal with lack of funding Adapted a new mission statement & directly linked goals to the mission statement Evaluated all activities of the organization,refocused & prioritized its activities Entered into strategic tie-ups with Archies & other corporate brands. Also tied up with Support Direct for introducing face-to-face communication Upgraded its website & tied up with Verisign mc for secure online transactions Enabled both individuals & corporates to buy online greeting cards & products as well as download wallpapers for computers