Slide 1: 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)
Slide 2: 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
Slide 3: 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
Slide 4: 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
Slide 5: 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
Slide 6: 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
Slide 7: 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
