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Social Marketing Lessons from Child Relief and You(CRY) Presented by Ravindra-46
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Social Marketing- Lessons From C.R.Y. - Edited-123

Sep 06, 2014

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Page 1: Social Marketing- Lessons From C.R.Y. - Edited-123

Social Marketing Lessons from Child Relief and You(CRY)

Presented byRavindra-46

Page 2: Social Marketing- Lessons From C.R.Y. - Edited-123

CONTENTS

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

Page 3: Social Marketing- Lessons From C.R.Y. - Edited-123

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 Social Media Marketing Source:Wikipedia.org

Page 4: Social Marketing- Lessons From C.R.Y. - Edited-123

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

Source:Wikipedia.org

Page 5: Social Marketing- Lessons From C.R.Y. - Edited-123

BACKGROUND OF CRY

• Origin and Founder

• Mission, Vision and Values

• USP in the name itself

• Core activities

Page 6: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Page 7: Social Marketing- Lessons From C.R.Y. - Edited-123

Mission, Vision and Values

Mission:

To enable people to take responsibility for the situation of the deprived Indian child and so motivate them to seek resolution through individual and collective action thereby enabling children to realize their full potential. And people to discover their potential for action and change. To enable peoples' collectives and movements encompassing diverse segments, to pledge their particular strengths, working in partnership to secure, protect and honor the rights of India's children. 

Vision:

A happy, healthy and creative child whose rights are protected and honored in a society that is built on respect for dignity, justice and equity for all.

Source:CRY.org

Page 8: Social Marketing- Lessons From C.R.Y. - Edited-123

Mission, Vision and Values cntd…

Survival: Right to

• survival• health• nutrition• to life • name • nationality

Development: Right to

• Development• Leisure• Education• Recreation

Protection: Right to

• protection from abuse• neglect • exploitation

Participation: Right to

• participation • in expression • Information• thought • religion

VALUES

Source:CRY.org

Page 9: Social Marketing- Lessons From C.R.Y. - Edited-123

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.,

WHAT I CAN DO, I MUST DO.

Source:CRY.org

Page 10: Social Marketing- Lessons From C.R.Y. - Edited-123

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• This is the reason why CRY - Child Rights and You. (CRY

changed it's name from Child Relief and You to Child Rights and You as on April 1, 2006.)

Source:CRY.org

Page 11: Social Marketing- Lessons From C.R.Y. - Edited-123

CRY: ENSURING LASTING CHANGE FOR CHILDREN

• CRY as of now

• Buy a brick, Build a school

• Parisar asha • Going the corporate way

Page 12: Social Marketing- Lessons From C.R.Y. - Edited-123

CRY as of now• CRY’s 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.

Source:CRY.org

Page 13: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Source:CRY.org

Page 14: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Source: CRY.org

Page 15: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

• New team was recruited which worked with Rippan which focused on strategy, structure, systems and processes.

• Testing time for CRY began as Ripan died in 1994.

Source:CRY.org

Page 16: Social Marketing- Lessons From C.R.Y. - Edited-123

Going the corporate way cntd…

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

• Key role is to provide direction and leadership to the organization, evolve and implement strategy, effectively and efficiently run the operations.

• In 1998, A new organizational structure was formed made up of two bodies, a Board of Trustees, and the Management Committee headed by the CEO.

• Key role of the management committee is to provide direction and leadership to the organization, evolve and implement strategy, create relevant organizational policy and efficiently run operations.

Source:CRY.org

Page 17: Social Marketing- Lessons From C.R.Y. - Edited-123

Going the corporate way cntd..

Board of Trustees CEO

Regional Heads

DirectorSouthern Region

DirectorNorthern & Eastern

Region

DirectorWestern Region

Functional Heads

DirectorDevelopment Support

DirectorResource Mobilisation

DirectorStratergic Planning,

Finance, Information Technology

DirectorHuman Resources &

Administration

Current Organizational Structure of CRY

Source:CRY.org

Page 18: Social Marketing- Lessons From C.R.Y. - Edited-123

RESOURCE MOBILIZATION

• Face to Face• Direct Mail• Online• EventsIndividuals

• Tie-ups• Funding Agencies• Material Donations• Buying CRY Products• Underwriting CRY Costs

Corporates

Page 19: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Page 20: Social Marketing- Lessons From C.R.Y. - Edited-123

INDIVIDUALS cntd...

– Events:Circus MagicArt for cryBal jamooreThe Free Child Rally on WheelsJagjit Singh ConcertChair of Thousand of SmilesArt with heartFree a Child todayChildren’s Day celebrations

Page 21: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Page 22: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Page 23: Social Marketing- Lessons From C.R.Y. - Edited-123

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

Page 24: Social Marketing- Lessons From C.R.Y. - Edited-123

• 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.

CORPORATES cntd…

Page 25: Social Marketing- Lessons From C.R.Y. - Edited-123

4P’S ANALYSIS OF CRY

PRODUCT PLACE

PRICE PROMOTION

Page 26: Social Marketing- Lessons From C.R.Y. - Edited-123

PRODUCT

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

Source:CRY.org

Page 27: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Page 28: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Page 29: Social Marketing- Lessons From C.R.Y. - Edited-123

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.

Page 30: Social Marketing- Lessons From C.R.Y. - Edited-123

Presence of CRY(2000-01)

State No of initiativesDelhi 12Uttar pradesh 32Rajasthan 22Madhya pradesh 7West bengal 24Bihar 9Orissa 20Karnataka 38Andra pradesh 24Tamil nadu 30Kerela 7Maharashtra 38Gujarat 9Goa 3

Page 31: Social Marketing- Lessons From C.R.Y. - Edited-123

FIRM AND ENVIRONMENTFIRM

EXTENRAL ENVIRNONMENT INTERNAL ENVIROMENT

POLITICAL

1989 CORPORTIZATION

1983 GOVERNMENT HURDLE

1984 LIFTING OF THE BAN

SOCIAL

1994 RIPPAN'S DEATH

1999 KARGIL WAR

1999 ORRISA FLOODS

2001 GUJARAT EARTHQUAKE

ECONOMICAL

1998 REORGANIZATION

2008 GLOBAL RECESSION

TECHNOLOGICAL

1989 COMPUTERIZATION IN CRY

2001 WEBSITE LAUNCH

Page 32: Social Marketing- Lessons From C.R.Y. - Edited-123

ACCOUNTABILTY &

TRANSPARENCY

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

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

Page 33: Social Marketing- Lessons From C.R.Y. - Edited-123

ACCOUNTABILTY &

TRANSPARENCY Cntd…

76%

13%

1%

5% 5%

RAISED FUNDS FOR THE YEAR 2006-07

INDIVIDUAL DONATIONSCORPORATE DONATIONSPRODUCTSOVERSEASOTHERS

Source:CRY.org

Source: thebetterindia.com

Page 34: Social Marketing- Lessons From C.R.Y. - Edited-123

ACCOUNTABILTY &

TRANSPARENCY Cntd…

13% 4%

16%

1%

3%20%

24%

19%

USED FUNDS FOR THE YEAR 2006-07

PROTECTION

PARTICIPATION

ADVOCACY

ORGANIZATIONAL DE-VELOPMENT

CAPITAL EXPENSES

ADMINISTRATION

DEVELOPMENT

SURVIVALSource: thebetterindia.com

Page 35: Social Marketing- Lessons From C.R.Y. - Edited-123

PARTNERS OF CHANGE

• CRY has partnered with atleast 300 Grassroot NGO’s which works with children, their parents and Communities

• Few Examples– Sahyog Charitable Trust– Mumbaiites for Child Rights – Praajak– Sanchetana– SATHEE(Society for Advancement in Tribes, Health,

Education and Environment)– SIPRA (Social Institute Program Rural Area)– Diksha

Source: childrightsandyou.blogpost.com

Page 36: Social Marketing- Lessons From C.R.Y. - Edited-123

SUGGESTIONS AND CONCLUSION

• Challenged the belief among NPO’s 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.

Page 37: Social Marketing- Lessons From C.R.Y. - Edited-123

• 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 NGO’s across India and the World.

• Can sustain themselves in long run till people have trust in them and focus themselves on ‘social good’ and marketing as just a tool.

SUGGESTIONS AND CONCLUSION CNTD…

Page 38: Social Marketing- Lessons From C.R.Y. - Edited-123

SUGGESTIONS AND CONCLUSION CNTD…

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

VOLUNTEERS• 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.

CRY ITSELF• 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.Date Day9-Jan NRI day8-Mar International Women’s Day,Internationla Literacy Day

15-Mar World Disabled day12-May International Nurses day4-Jun International Day of Innocent Children Victims of Aggression

11-Jul World Population Day15-Aug Indian Independence Day5-Sep Teachers’ Day8-Sep World Literacy Day14-Nov Children’s Day, Diabetes Day10-Dec Human Rights Day, International Children’s Day of

Broadcasting

Page 39: Social Marketing- Lessons From C.R.Y. - Edited-123

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– Real time collaboration– Always available

Page 40: Social Marketing- Lessons From C.R.Y. - Edited-123

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-an

d-you• http://www.skype.com

Page 41: Social Marketing- Lessons From C.R.Y. - Edited-123

STAND UP FOR WHAT IS

RIGHT