Professional Documents
Culture Documents
Board of Trustees
Chief Executive
Regional Heads
Functional heads
Development support
Resource Mobilisation
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
FUND PROCUREMENT
14% 36%
Greeting cards
Family person
Single person
- 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
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
Empathy /
People want to see where they can put their money at best
Gender
WOMEN
MEN
Weak in these issues they tend towards blood donation camps and volunteer work in org. No significant impact on amount of donation and frequency
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.
High education environmental & animal protection as well as human rights org