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CRY India Case Study




To increase the number of donors



Dig deeper to know how Value Direct’s Email and Mobile Marketing solutions helped CRY, a non-profit organization in India, to increase number of donors

Child Rights and You commonly abbreviated as CRY is a non-profit organization in India, started by Rippan Kapur that aims to restore children's rights in India. The organization was established in 1979. The organization partners with grass-root non-governmental organizations to uplift thousands of Indian children denied basic children's rights and works across levels from direct action to advocacy, mobilizing public opinion and policy change.


Have worked with Value direct and must say Very Genuine and Professional team Value Direct has. Great Going Haresh and Team!!!

- Chanda Peswani, CRY -


The challenge was to manage their email marketing and online fund raising, including creating and sending professional looking fundraising email messages and growing their fundraising database through built-in sign-up forms on their website. A part of it was also gaining the attention and loyalty to reach a fickle-minded audience, with the ultimate goal of increasing online donations which had been difficult in the past.


Value Direct provided CRY with a full service email marketing solution, including the deployment of targeted email marketing campaigns and the analysis of results.

The dynamic segmentation was used to divide the email contact list on the basis of preferences, such as gender, age and location. This ensured that the right campaigns are sent to the right audience, leading to higher open rates and higher conversion rates for the campaigns.