3. Synopsis
This case study :
• Examines the evolution of CRY and the reasons 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
4. Problem Definition
• Lack of awareness
• Dependency on corporates and individual donors for
funds
• Inability to sustain support to many of their ongoing
programs in the country - Lack of prioritization &
focus
• Absence of sales force
5. 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 society’s 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
6. Why CRY’s 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
7. Website
Direct Project
Strategic tie-ups Marketing & Retail Marketing
funding
Upgradation
• Motivated corporate • Archie’s Greetings & • www.cry.org • CRY Shop
funds Gifts Ltd. • Increased awareness • Generating funds for
• Matched resources to • Increased presence • E-greetings, wallpapers CRY activities
the needs of from 500 outlets to & online buying of • Selling products of
developmental 10,000 outlets across products CRY as well as of
projects the country • Online donation facility other social welfare
• Payroll giving scheme • Tie-ups with • Tie-up with Verisign mc projects
• Sicom, Datamatics & corporates: Tata to ensure secure • Rs.8 to Rs.900
Clarion Advertising chemicals,Pfizer & transactions on the Net • ‘Untouched by Child
NuT • Resulted in increased Labour’
donations from NRIs
CRY’s Innovation in Marketing
Marketing &
Event Related Face-to-face
Direct Marketing Communications
Marketing communication
Personnel
• Direct Mail Program • Contributed to funds • Tie-up with Support • 25 trained people
• Stromme Memorial • Educated Individuals Direct • Identified potential
Foundation about CRY • 83% increase in donors in each of the 3
• Enhanced mailing list & • Substantial media individual donors in categories:
database collection coverage 2002 • Corporate, single
• Encouraged people to person & family person
volunteer
“Reach more & reach better & build conviction for the CRY strategy”
8. Do you think CRY’s 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 it’s contribution to the
society. This is only possible through effective social marketing
• CRY had announced it’s 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
9. Challenges faced by CRY
External Environment Internal Environment
•Government ban on trusts from
conducting activities for earning •Rippan nurtured new talent, thus
profits thus forcing CRY to stop resulting in the out stir of
production of greeting cards in experienced workers
1983
•Started off as a “One-man
army”, hence increased
•Creating awareness and
credibility dependency on one individual
•2001, the year of disaster saw
CRY under tremendous pressure
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 it’s activities
• Entered into strategic tie-ups with Archies & other corporate brands. Also tied
up with Support Direct for introducing face-to-face communication
• Upgraded it’s 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
11. Conclusion
• CRY sustained inspite of going through many trying times
• This was possible only because it focused on constantly re-
inventing it’s marketing activities
• Many Non-profit organizations think of it as unnecessary to
market its activities,fearing it might put the NPO’s
reputation and credibility at stake. However, marketing is
necessary to ensure the flow of funds in such organizations
• Hence, it is necessary to efficiently manage an NPO’s
marketing as well as social activity, keeping in mind that the
ultimate goal is ‘Social Good’ & marketing is only a means to
achieve it
• NPOs across the world should learn about Social Marketing
from CRY
