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Resource Generation
Fundraising or Resource Mobilisation as we call it in CRY, is driven with a social justice agenda. The primary role is to channelise public action for child rights, in the form of financial and material resources, time and skills. In keeping with CRY's mission, the endeavour is to get the maximum number of people and organisations involved and lead a people's movement for the rights of India's underprivileged children.
Greeting cards, that retail for between Rs. 6 and Rs. 18 a piece, and donations from individuals averaging about Rs. 2200 per donor per year are the mainstay of CRY's fundraising efforts. This allows millions of middle-income Indians from every walk of life and every corner of the globe to enlist in this movement for children and builds an element of consciousness-raising into every fundraising activity.
Corporate support for CRY has been growing steadily too. CRY's success in creating a national brand of irreproachable repute is what makes it attractive to corporate marketers. These partnerships have not only been an expression of corporate social responsibility, but have also been an opportunity for the development sector (grant making) and the corporate sector to come together and learn from each other.
Marketing tie-ins with corporations, events, school and college workshops, media campaigns, signature drives, advocacy campaigns, the Internet and street theatre ensure that people everywhere can access information on the situation of India's children and avenues to get involved.
Today, 150,000 individuals and corporate partners form the strong and committed CRY community of supporters across the globe that believes in the rights of children.
Every fundraising venture from greeting cards to web marketing integrates revenue objectives with advocacy for children. To know more or participate in either your individual capacity or as a corporate entity, check out the options. You may also visit any of the CRY offices and meet a member of the CRY team.
