Social Marketing - Lessons from Child Relief & You (CRY)

            
 
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Case Details:

Case Code : MKTG056
Case Length : 15 Pages
Period : 1999-2003
Pub Date : 2003
Teaching Note : Available
Organization : Child Relief and You
Industry : NGO
Countries : India

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Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Marketing A Cause

CRY always regarded marketing as an important means for mobilizing resources. In the early 1990s, CRY used direct marketing methods to raise funds: its staff visited individuals and businesses to request donations.

Though direct marketing was successful, it was very expensive for CRY. In 1993, CRY used the direct mail method to attract contributions from individuals.

For its direct mail marketing initiative, it received technical assistance from the Stromme Memorial Foundation (SMF). SMF helped CRY create a direct mail program that suited Indian conditions...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Refocusing

All marketing activities - purchasing, designing, manufacturing, distribution and direct mailing of CRY - were done in-house. These activities required the services of around 70% of CRY's staff and resulted in high overhead expenses. With resource mobilization not matching the needs of CRY's activities it realized the need to refocus and prioritize its activities...

Aiming High

CRY's restructuring of its activities, attracted criticism from some people who perceived the restructuring as the betrayal of CRY's objectives as an NPO. However, CRY sources stated that these restructuring measures indicated that the NPO was more focused on its objectives...

Exhibits

Exhibit I: CRY Greeting Card
Exhibit II: About Social Marketing
Exhibit III: Major Events Organized by CRY*
Exhibit IV: Income & Expenditure Account of Cry for 2000-01 & 1999-2000
Exhibit V: CRY Mission Statement


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