Building Brand Equity The NPO Way A case study on CRY Presented by Anup Tiwari, Sr. Resource Mobilization Manager, CRY at National HRD Network India Workshop, New Delhi (August 2003)

What is Brand Equity How do you stand on Brand Name Recognition and Recall by donors What are the qualities that donors see in your brand How does donor relate to your brand How loyal are donors to your brand How are you placed on other assets like relationships, patents, trademarks

How do you stand on Brand Name Recognition and Recall by donors

What are the qualities that donors see in your brand

How does donor relate to your brand

How loyal are donors to your brand

How are you placed on other assets like relationships, patents, trademarks

Building Brand Name Recognition Simple, Relevant, Short Logo+ Logo story+ Color Events to build recognition Clown on stilts (Circus Magic) MF Hussain paints BEST buses Art for CRY CRY Cards+Products Youth wing

Simple, Relevant, Short

Logo+ Logo story+ Color

Events to build recognition

Clown on stilts (Circus Magic)

MF Hussain paints BEST buses

Art for CRY

CRY Cards+Products

Youth wing

Building on your Qualities Profile Transparency- Comprehensive, well designed Annual Report, release to media Information- literature, newsletter, web site, query resolution Quality of communication and not number of colors- well designed, free of printing mistakes Investment in project monitoring systems Quality of Event/ Products

Transparency- Comprehensive, well designed Annual Report, release to media

Information- literature, newsletter,

web site, query resolution

Quality of communication and not number of colors- well designed, free of printing mistakes

Investment in project monitoring systems

Quality of Event/ Products

Building Donor Loyalty Volunteer Program- meaningful with impact Quality Donor Servicing Donor Meets- involve donors Project visits- donors/prospective donors Quality of products (cards) Sustained interaction- DM/FTF/Telecalling

Volunteer Program- meaningful with impact

Quality Donor Servicing

Donor Meets- involve donors

Project visits- donors/prospective donors

Quality of products (cards)

Sustained interaction- DM/FTF/Telecalling

How does donor relate to your Brand… building on it Simple people can do great deeds positioning- Rippan story motivates individual to contribute Stories of Hope than dejection Appeal to NRIs- the Desh connection CRY cards bring best of artists and that becomes my signature

Simple people can do great deeds positioning- Rippan story motivates individual to contribute

Stories of Hope than dejection

Appeal to NRIs- the Desh connection

CRY cards bring best of artists and that becomes my signature

Building on Others Assets Cause Related Marketing Associations Tata Salt `Das Paise Desh Ke Naam’ Citibank-CRY affinity card Event properties- Free A Child Today Corporate Quiz, CRY Cadence Corporate Cricket Challenge CRY Cards 1.1 million future citizens those have benefited and 1.25 lac donors

Cause Related Marketing Associations

Tata Salt `Das Paise Desh Ke Naam’

Citibank-CRY affinity card

Event properties- Free A Child Today Corporate Quiz, CRY Cadence Corporate Cricket Challenge

CRY Cards

1.1 million future citizens those have benefited and 1.25 lac donors