Social Marketing Lessons from Child Relief and You(CRY)

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Presented by
Ravindra-46

5/6/12

CONTENTS

SOCIAL MARKETING BACKGROUND OF CRY CRY: ENSURING LASTING CHANGE FOR CHILDREN RESOURCE MOBILIZATION 4PS ANALYSIS OF CRY FIRM AND ENVIRONMENT ACCOUNTABILTY & TRANSPARENCY PARTNERS OF CHANGE
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SUGGESTIONS AND CONCLUSION

SOCIAL MARKETING CONCEPT

Different from other areas of marketing only with respect to the objectives. Seeks to influence social behaviors not to benefit the marketer but to benefit the target audience and the general society Has "two parents"a "social parent" and a "marketing parent". Must not be confused with Source:Wikipedia.org

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SOCIAL MARKETING CONCEPT cntd

Generally used for raising awareness about health issues and conveying social messages against alcoholism, drug addiction and illiteracy and communicating policies regarding population issues

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Source:Wikipedia.org

BACKGROUND OF CRY

Origin and Founder Mission, Vision and Values USP in the name itself Core activities

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Origin & Founder

Rippan Kapur, the airline purser who founded CRY, was an ordinary person driven by an extraordinary dream the dream that no Indian child would be deprived of rights as basic as survival, participation, protection and development.

Before founding CRY, he joined his school's social service club and read to the blind, visited children in hospitals, held reading and writing classes for street children, and started a free dispensary at a slum the Club adopted. To raise funds for these activities, the Club sold milk. It even won a shield for the best Interact club!

Rippan and 6 of his friends started CRY with Rs. 50/around Rippan's mother's dining table. That was 32 years ago, in 1979. They felt that something needed to be done to improve the situation of the underprivileged Indian child.

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Mission, Vision and Values

Mission:
To enable people to
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Source:CRY.org

Mission, Vision and Values

Survival: Right to survival health nutrition to life name nationality Protection: Right to protection from abuse neglect exploitation

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Development: Right to Development Leisure Education Recreation

VALUES

Participation: Right to participation in expression Information thought religion

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Source:CRY.org

USP in its name

The word 'CRY is very appropriate since 'Y' would stand for 'YOU'. Because CRY essentially believes that everyone of us is gifted with resources professional skills, spare time, the ability to raise funds or materials. And, most important, the desire to share with those who are less fortunate. By supporting the work of other organizations, you can touch the lives of the children they serve. The above entire idea can be captured in one liner i.e.,

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WHAT I CAN DO, I MUST DO.

Source:CRY.org

Core activities

Education:

Enroll children into government school and also provide educational support to help them stay in school Start, strengthen and monitor government schools to ensure access to quality education for all children Stop child labor by helping parents gain employment and providing children access to education

Healthcare:

Activate primary health centers enabling children and communities to gain access to timely healthcare

Child rights:

Ensure a 100% child labor free village Ensure children their Rights for decent upbringing

5/6/12 This is the reason why CRY - Child Rights and You. (CRY Source:CRY.org

CRY: ENSURING LASTING CHANGE FOR CHILDREN

CRY as of now Buy a brick, Build a school Parisar asha Going the corporate way

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CRY as of now

CRYs objective right from the start till date was to act as intermediary between the people who wanted to do something for underprivileged children and children who were in need of help. Single-mindedly focused in Ensuring Lasting Change for Children Performance speaks for CRY as of now.

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Source:CRY.org

Buy a brick, Build a school

Buy a brick, Build a school was their first funding raising exercise initiated in 1979.

Total raised funds=Rs.114,000

Funds used for building Shilpalaya Technical Institute in Mumbai.

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Source:CRY.org

Parisar asha

Long term Education project named PARISAR ASHA was started with the aim of providing educational support to deprived children. Indentified Education as the core activity.

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Source: CRY.org

Going the corporate way

Year 1989-90-The growing years of cry. Underwent fundamental changes and reinvented itself. Introduced Quarterly planning, budgeting in CRY to provide accountability and improve utilization of resources. Initiated computerization in administrative affairs.
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New team was recruited which worked with Rippan

Source:CRY.org

Going the corporate way cntd

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Formation of Management committee(Mancom) comprising of Regional and Strategic Directors to manage affairs after consultations with Board of Trustees.
Source:CRY.org

Going the corporate way cntd..

Current Organizational Structure of CRY

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Source:CRY.org

RESOURCE MOBILIZATION

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INDIVIDUALS

Face to Face: Appointed 25 trained people in its office across the country to provide information to prosepecitve donors about its grassroot level initiatives. Direct Mail: CRY used the direct mail method to attract contributions from individuals. Online: To provide online donation facility to surfers in mid 2002 they tied up with VERSIGN INC.

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INDIVIDUALS

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Events:
Circus Art Bal

Magic

for cry jamoore Free Child Rally on Wheels Singh Concert of Thousand of Smiles

The

Jagjit Chair Art

with heart a Child today Day celebrations

Free

Childrens 5/6/12

CORPORATES

TATA CHEMICALS : Donated Rs.1/packet of TATA Salt between Aug 15 2002 to Sept 15 2002 and raised 330 million. PFIZER: Donated Rs.1 from the sale of each Protinex tin and contributed around 320 millions to CRY. FORD FOUNDATION: Contributed salaries of Cry personnel for 3 years.

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CORPORATES cntd

ARCHIES: Extended support for manufacturing and retail distribution of the entire product range of CRY. NOVARTIS INDIA LTD: Donated 2% of the values of the sales of Ovaltin plus and raised Rs.40,000 approximately. OBEROI HOTELS: Envelopes designed and printed by CRY were placed in all Oberoi properties and raised 6.5 lakhs in18 months.

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CORPORATES cntd

EBONY RESTAURANT: Created a special CRY Menu from 25% of the proceeds were donated to CRY in 2002. AMERICAN EXPRESS BANK: Adopted a CRY-supported project called Swathi SICOM AND DATAMATICS: CRY's 'payroll giving' is that a simple yet effective option wherein the company's employees contribute by sanctioning an automatic deduction from their monthly salaries
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CORPORATES cntd
GODREJ AND BOYCE: Provided CRY with rent free storage space of 3000 sq. feet in Lalbaug Mumbai. SMF(STROMME MEMORIAL FOUNDATION): Created a direct mail program for CRY. WALT DISNEY: Donated proceeds from the premier of famous animated film ALADDIN.

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4PS ANALYSIS OF CRY

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PRODUCT

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Apart from CRY WORLD, all the projects related to their core functions can also be considered in Product.
Source:CRY.org

PLACE

Enlarged its reach to many individuals and Corporates & helping the uneducated, exploited and vulnerable. Methods followed such as

Online Face to face Direct mail Events Many more.

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PRICE

Price in social marketing could be a monetary price or could refer the time and effort that the consumers must offer. CRY Shop stocked products priced between Rs. 8 to Rs 900. Retail outlet not only sold products, it also provide information about the projects supported by cry through brief write-ups.
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PROMOTION

Promotion is often mistaken as the only component of social marketing. It also includes the use of advertisements, public relations, direct selling in an integrated manner.

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Presence of CRY(2000-01)
State Delhi Uttar pradesh Rajasthan Madhya pradesh West bengal Bihar Orissa Karnataka Andra pradesh Tamil nadu Kerela Maharashtra Gujarat Goa
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No of initiatives 12 32 22 7 24 9 20 38 24 30 7 38 9 3

FIRM AND ENVIRONMENT

FIRM EXTENRAL ENVIRNONMENT POLITICAL 1983 GOVERNMENT HURDLE 1984 LIFTING OF THE BAN SOCIAL 1999 KARGIL WAR 1999 ORRISA FLOODS 2001 GUJARAT EARTHQUAKE ECONOMICAL 2008 GLOBAL RECESSION TECHNOLOGICAL 1989 COMPUTERIZATION IN CRY 1994 RIPPAN'S DEATH 1989 CORPORTIZATION INTERNAL ENVIROMENT

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2001 WEBSITE LAUNCH

1998 REORGANIZATION

ACCOUNTABILTY & TRANSPARENCY

First NPO to inform its financial results in year 1998-99

INCOME AND EXPENDITURE ACCOUNT OF CRY FOR 2000-01 & 1999-2000 income aad expediture account of cry.xlsx

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ACCOUNTABILTY & TRANSPARENCY Cntd

RAISED FUNDS FOR THE YEAR 2006-07

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Source: thebetterindia.com

ACCOUNTABILTY & TRANSPARENCY Cntd

USED FUNDS FOR THE YEAR 2006-07

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Source: thebetterindia.com

PARTNERS OF CHANGE

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CRY has partnered with atleast 300 Grassroot

Source: childrightsandyou.blogpost.com

SUGGESTIONS AND CONCLUSION

Challenged the belief among NPOs that Marketing is not an important activity. Took the route of Social Marketing. Biggest challenge was to create awareness as NPO and getting maximum possible funds from donors.

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SUGGESTIONS AND CONCLUSION CNTD

Created the brand which signifies Hope, Simplicity, Creativity, Transparency, Informative and Quality which helps the donors to trust them. Survived itself despite difficult situations. An inspiration for all the NGOs across India and the World. Can sustain themselves in long run till people have trust in them and focus themselves on social good and 5/6/12 marketing as just a tool.

SUGGESTIONS AND CONCLUSION CNTD

For increased Awareness of CRY, Two entities can play an important role CRY ITSELF VOLUNTEERS

VOLUNTEERS

CRY ITSELF

Promote CRY Blog on social networking sites Join CRY on FACEBOOK,TWITTER Join CRY on CAUSES Upload/Watch CRY Videos on YouTube and Vimeo. Blog, Tweet and Comment and healthily promote CRY Participate in CRY Events. Giving your time and professional skills to CRY Projects.

Date 9-Jan 8-Mar

15-Mar 12-May 4-Jun 11-Jul 15-Aug 5-Sep 8-Sep 14-Nov 10-Dec

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Day NRI day International Womens Day,Internationla Literacy Day World Disabled day International Nurses day International Day of Innocent Children Victims of Aggression World Population Day Indian Independence Day Teachers Day World Literacy Day Childrens Day, Diabetes Day Human Rights Day, International Childrens Day of Broadcasting

Send invitations to netizens to join its official pages/groups/causes at networking sites. It should advertise( online, print and media) more during this days.

SUGGESTIONS AND CONCLUSION CNTD

In order to get maximum possible funds, they should consider 80/20 rule for donors

Target segment: Indian Consuming Class and Rich Class Consuming Class: Cost benefit optimizers.

Buyers of Branded Consumer goods in bulk

Rich Class: Benefit optimizers.

Have most Cars, laptops and other luxurious goods

On Blogging sites, it should have its own Fund raising Widget

Widget is an online tool that permits a portion of one webpage to appear on other webpage.

Should use Skype more to cut down operational costs

Cheap international calls Group video calling

5/6/12Real time collaboration

REFERENCES

http://www.cry.org/ http://www.unicef.org/india/ http://www.childrightsandyou.blogspot.com/ http://www.thebetterindia.com www.wikipedia.org https://www.facebook.com/CRYINDIA http://www.causes.com/causes/24771-cry-child-rights-and-you http://www.skype.com

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STAND UP FOR WHAT IS RIGHT

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