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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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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"The entire support that we get, the awareness about us, is entirely marketing effort."

- Ila Dikshit Hukku, Manager, Planning, CRY, 1999¹.

"We have borrowed from corporate models to enable us to become more focused on our mission of improving the condition of deprived Indian children."

- Ingrid Srinath, Resource Mobilization Director, CRY, 2002².

"In one sense, we are in the business of building social venture capital and venture capitalists."

- Pervin Varma, CEO, CRY, March 2002.³

Going The Corporate Way

In 1999, donors of Child Relief and You (CRY) were surprised to receive working results of the organization informing them how its resources were spent for the financial year 1998-99. CRY was the first Non-Profit Organization (NPO) in India to announce its results.

When asked to comment on the reasons for announcing the working results even though it was not required by law, Pervin Varma (Varma), CEO, CRY, said: "We are committed to accountability and transparency and expect very high levels of accountability from the projects we support. So, if we demand it from them, it's only fair we do it ourselves."⁴

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1] "Reach Out For a Cause", Business India, November 1 - 14, 1999.

2] "CRY Tries Some Corporate Speak", The Hindu Business Line, November 16, 2002.

3] "They bring good things to life", The Hindu Business Line, March 29, 2002.

4] "CRY Reports to Donors on How the Money is Spent", The Hindu Business Line, November 14, 2002.


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