Organizational Structure of CRY

Board of Trustees

Chief Executive

Regional Heads

Functional heads

East, West, North, South and GM Head

Development support

Resource Mobilisation

Strategic Planning, IT, Finance

Human Resource and Administration

Marketing: a cause
1990: Direct Marketing 1993: direct mail method 1996: launched website (www.cry.org) 1998: fund raised upto Rs. 145 million 1999: supported over 1 lakh children

How did they procure the fund?

FUND PROCUREMENT

14% 36%

Greeting cards

Individual donors and corporstes 50% Events and activities

Individual working in corporate

Family person

Single person

Different type of advertisement for different segment

- Big Companies like Socin, Datamatics, Clarion were attracted by the marketing strategies - Retail Outlets in Maharashtra which include sale of stationery items, greetings, toys and customized order - 2001: a year of catastrophe - Overseas donation increased

They changed their Mission CRY started evaluating its activities Outsourced marketing function Tie up with cooperates Upgrade its website

AIMING HIGH 2002-2003 , they focus on child rights

Marketing principles used to sell ideas and attitudes Definition Differing only from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketers, but to benefit the target audience and the general society

Product: They may range from tangibles products to services, practices and intangible ideas. Price: Price can be a monetary or could be time and efforts devoted. Place: Methods by which consumers are reached. Promotions: - Advertisements - Public Relation - Direct selling in an integrated manner.

Partnership:

- One organization cannot bring change - Organizations that try to bring social change need to work in association with other organization and with government

Policy:
Organizations should develop policies to sustain the changes brought.

Politics: Organization needs political support to reach target customers and gain acceptance in case of critical issues like violence , dowry etc.

1979 buy a Brick, build a school 1984 Children Day celebration 1988 Fund raising event 1996 Bal Jamoore 2001 Art with Heart 2002 Free a child today 2003 CRY Day

WHY DO PEOPLE DONATE TO CHARITY. ?

Personal Connection with the Volunteers

Part of Community and hence see as a responsibility Personal Connection

Empathy /

People want to see where they can put their money at best

Gender

Age Income and Education

Source : Australian Marketing Journal 11 (1) , 2003

WOMEN

MEN

More likely to contribute towards environmental issues and animal protection

Weak in these issues they tend towards blood donation camps and volunteer work in org. No significant impact on amount of donation and frequency

often donates clothes and furniture

buy charity products

Source : Australian Marketing Journal 11 (1) , 2003

Elderly people are more likely to donate to church donation , street collection, direct mailing Age has +ve impact on likelihood of assuming financial responsibility of a person or a project -ve impact on blood and internet donations.

Source : Australian Marketing Journal 11 (1) , 2003

 High education environmental & animal protection as well as human rights org

High Education- member of charitable org , sponsoring

Middle Education- blood donations and street collection

Source : Australian Marketing Journal 11 (1) , 2003

Source : Australian Marketing Journal 11 (1) , 2003

Source : Australian Marketing Journal 11 (1) , 2003

Source : Australian Marketing Journal 11 (1) , 2003