CRY (Child Relief & You) has been extremely successful in its attempts to bring awareness to the plight of deprived children in India, and its website has helped in this effort.
CRY, one of India's best-known nonprofit brands, raises funds to aid deprived children of India in several ways -- from providing education and healthcare to preventing child labor and sexual abuse. Its success lies in a brilliant combination of high-quality marketing and the pathos associated with the cause of deprived children. 

CRY leverages the worthiness of the cause without making prospective donors feel guilty about their lack of active participation. This is smart marketing as creating feelings of excessive guilt leads to resentment toward a brand.

Another smart move by the brand is its website www.cry.org. The site is one of the first cause-related websites in India and is a brilliant example of how nonprofits can use the web for educating prospects and soliciting help.