Social Marketing Lessons from Child Relief and You(CRY) Presented by Ravindra-46
Sep 06, 2014
Social Marketing Lessons from Child Relief and You(CRY)
Presented byRavindra-46
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
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
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
BACKGROUND OF CRY
• Origin and Founder
• Mission, Vision and Values
• USP in the name itself
• Core activities
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.
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
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
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
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
CRY: ENSURING LASTING CHANGE FOR CHILDREN
• CRY as of now
• Buy a brick, Build a school
• Parisar asha • Going the corporate way
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
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
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
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
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
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
RESOURCE MOBILIZATION
• Face to Face• Direct Mail• Online• EventsIndividuals
• Tie-ups• Funding Agencies• Material Donations• Buying CRY Products• Underwriting CRY Costs
Corporates
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.
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
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.
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.
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
• 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…
4P’S ANALYSIS OF CRY
PRODUCT PLACE
PRICE PROMOTION
PRODUCT
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.
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.
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.
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
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
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
ACCOUNTABILTY &
TRANSPARENCY Cntd…
76%
13%
1%
5% 5%
RAISED FUNDS FOR THE YEAR 2006-07
INDIVIDUAL DONATIONSCORPORATE DONATIONSPRODUCTSOVERSEASOTHERS
Source:CRY.org
Source: thebetterindia.com
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
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
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.
• 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…
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
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
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
STAND UP FOR WHAT IS
RIGHT