Vikrant Pareek

2014H149226P

Aditya Jain
2014H149233P

CRY Case Analysis

Executive Summary:
CRY became the first non-profit organisation in India to announce its
working results informing its donors how its resources were spent. CRY
was started by Rippan Kapur with an objective to do something for the
underprivileged children of India. It raised money through fundraisers and
by selling greeting cards, designs of which were sourced from local artists.
Through its fundraisers, CRY also started building a brand name for itself.
External evaluation of CRYs activities was done to set its future direction.
Quarterly planning and budgeting was introduced at CRY to provide
accountability and improve resource utilization. Rippan also introduced
certain changes to ensure that CRY did not depend on one person. He
nurtured new talent and leadership in the organisation which led to
resignations by some of the experienced workers.
CRY faced it first major challenge after Rippans death. A Management
Committee was formed to manage CRYs affairs in consultation with Board
of Trustees. Later they re-organised themselves and all the regional heads
and the functional heads reported to a CEO.
CRY gave a new impetus to Social Marketing in India. It considered
marketing an important means for mobilising resources. CRY used direct
marketing to raise funds. But it was very expensive. So CRY created a
direct mail method to attract contributions from individuals. CRY also used
event related marketing to increase awareness about the organisation and
raise contributions for its activities.
In order to increase awareness about its activities, CRY appointed 25
trained people in its offices across the country to provide information to
prospective donors about its grassroot level activities. Later, it redesigned
its marketing efforts to suit the profiles of individual donors. CRY
segmented its donor base into three segments:- individuals working in
corporate, single person and family person. CRYs marketing teams
targeted these three segments for attracting contributions. CRYs
marketing personnel identified the potential of individuals in each
category and told them how they could contribute.
CRY did a major overhaul of its organisational structure and the activities
it performed in order to better meet its objectives. It outsourced its
marketing function to professional agencies along with mail handling and
donation processing. This allowed its staff to focus more on strategic

activities. CRY also launched the innovative face-to-face communication

for marketing. This was a lower cost method than traditional marketing
but with a human social touch and it contributed to a large increase in
donations. CRY also enabled donations through its website which was an
instant hit with the NRIs.

Lessons from Child Relief and You (CRY)

It focuses mainly on the four basic rights of the child namely:

Right of Survival (Life, Health, Nutrition, Nationality)

Right of Development (Education, Care, Leisure, Recreation)
Right of Protection (Exploitation, Abuse, Neglect)
Right of Participation (Expression, Information, Thought, Religion)

Marketing a cause:- CRY always regarded marketing as an important means of mobilizing

resources. It used direct marketing methods to raise funds. Its staff visited individuals and
corporates to request donations.
Social Marketing:- Social marketing seeks to influence social behaviours not to benefit the
marketer, but to benefit the target audience and the general society. CRY used this concept
effectively and acted as an intermediary between people who want to help and children who
needed help.
Marketing Strategies: An NGO can market greetings cards, diaries and telephone directories to generate
resources and fund for its activities. This not only brings in additional revenue but
also results in increased awareness about the NGO and its activities.
An NGO can do cause-related marketing, i.e. it can tie up with the corporates to
donate a certain percentage of their profit earned during a certain period.
An NGO can organize cultural programs involving famous artists and the proceeds
will go the NGO.
An NGO can send direct mails to individuals to obtain donations.
An NGO can spread awareness about its activities through its website.