Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes / Edition 1

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Overview

How do you motivate people to give money, take action, or otherwiseadvance your worthy cause? The answer is marketing, and whetheryou're a nonprofit executive or a PTA volunteer, Robin HoodMarketing shows you how to sell your mission as successfully as thegreat marketing minds of corporate America sell theirproducts.

Katya Andresen, a veteran marketer and nonprofit professional,demystifies winning marketing campaigns by reducing them to tenessential rules and provides entertaining examples and simple stepsfor applying the rules ethically and effectively to good causes ofall kinds. The Robin Hood rules steal from the winning formulas forselling socks, cigarettes, and even mattresses, with good advicefor appealing to your audiences' values, not your own; developing astrong, competitive stance; and injecting into every message fourkey elements that compel people to take notice. Andresen, who is aformer journalist, also reveals the best route to courting herformer colleagues in the media and getting your message into theirreporting.

Whether you have a big marketing budget or none at all, RobinHood Marketing will help send your message straight as an arrowinto people's hearts and minds. They'll be convinced toact—and your cause will be poised for unprecedentedsuccess.

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Editorial Reviews

From the Publisher
"What a great book. I love it." The blogger goes on to say how great this book is for marketing ministries. (SamLuce.com,10/19/2007)
Soundview Executive Book Summaries
As nonprofit organizations grow faster than the pool of charitable funds, the need for strong and savvy marketing is essential. Andresen, a nonprofit professional, veteran marketer and former journalist, is able to shed light on winning market campaigns by distilling them into 10 simple rules for her readers, "borrowing" from winning formulas for selling socks, mattresses and even cigarettes. Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes is an essential text on obtaining monetary support for worthy causes. Copyright © 2006 Soundview Executive Book Summaries
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Product Details

  • ISBN-13: 9780787981488
  • Publisher: Wiley
  • Publication date: 4/28/2006
  • Edition number: 1
  • Pages: 288
  • Sales rank: 244,793
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

Katya Andresen is vice president of marketing at Network for Good, the Internet's leading charitable giving site. She developed the Robin Hood rules in working with dozens of local, national, and international causes in the United States, Eastern Europe, and Africa. Andresen traces her passion for helping good causes to the enormous need she witnessed overseas in her previous work as a foreign correspondent.

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Table of Contents

Foreword by Kate Roberts.

Acknowledgments.

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.

Notes.

The Author.

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