Social Marketing - Lessons from Child Relief & You (CRY)
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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.
Marketing A Cause
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...
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...
Exhibit I: CRY Greeting Card
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