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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.
Foreword by Kate Roberts.
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.