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

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

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 .

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

     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 .

Social marketing seeks to influence social behaviors not to benefit the marketers.  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. but to benefit the target audience and the general society” .

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

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

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 .

2003 . Gender  Age  Income and Education Source : Australian Marketing Journal 11 (1) .

No significant impact on amount of donation and frequency  often donates clothes and furniture buy charity products   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.

2003 . street collection.•Elderly people are more likely to donate to church donation . Source : Australian Marketing Journal 11 (1) . 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.

sponsoring • Middle Education.blood donations and street collection Source : Australian Marketing Journal 11 (1) .member of charitable org .• High education – environmental & animal protection as well as human rights org • High Education. 2003 .

Source : Australian Marketing Journal 11 (1) . 2003 .

2003 .Source : Australian Marketing Journal 11 (1) .

2003 .Source : Australian Marketing Journal 11 (1) .

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