Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
April 2006, Jossey-Bass
Katya Andresen is Vice President of Marketing at the charitable giving portal Network for Good, which was founded by AOL, Yahoo! and Cisco. Before joining Network for Good, she was Senior Vice President of Sutton Group, a marketing and communications firm supporting non-profits, government agencies, and foundations working for the social good. Previously she was a marketing consultant overseas, promoting causes ranging from civil society in Ukraine to ecotourism in Madagascar. She also worked for CARE International. She has trained hundreds of causes in effective marketing and media relations, and her marketing materials for non-profits have won national and international awards. In addition to writing Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes, Katya was featured in the e-book, Nine Minds of Marketing. She is also a co-author of a chapter in the book, People to People Fundraising - Social Networking and Web 2.0 for Charities. Fundraising Success Magazine named her Fundraising Professional of the Year in 2007.
Katya traces her passion for good causes to the enormous social need she witnessed as a journalist prior to her work in the non-profit sector. She was a foreign correspondent for Reuters News and Television in Asia and for Associated Press, the San Francisco Chronicle and the Dallas Morning News in Africa. She has a bachelor's degree in history from Haverford College.
Visit her blog to learn more...http://www.nonprofitmarketingblog.com/
Introduction: Lost in Sherwood Forest.
Facing the Fact That Marketing Is a Must.
1. The Heart of Robin Hood Marketing.
Focus on Getting People to Do Something Specific.
2. Robin Hood Reconnaissance.
Appeal to Your Audiences’ Values, Not Your Own.
3. The Village Square.
React to the Forces at Work in the Marketplace.
4. All for One and One for All—We Wish.
Stake a Strong Competitive Position.
5. Building a Merry Band.
Partner Around Mutual Benefits.
6. The Heart of the Good Archer’s Arrow.
Put the Case First and the Cause Second.
7. Sharpening the Arrow’s Point.
The Four Things Your Message Must Do.
8. Aiming for Hearts and Minds.
Take Your Message to Where Your Audiences Are.
9. Robin Hood Media Savvy.
Approach the Media as a Target Market.
10. Letting Your Arrow Fly.
Execute Campaigns and Assess Their Worth.