Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes by Katya Andresen | Hardcover | Barnes & Noble
Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes / Edition 1

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

by Katya Andresen
     
 

ISBN-10: 0787981486

ISBN-13: 9780787981488

Pub. Date: 04/28/2006

Publisher: Wiley

How do you motivate people to give money, take action, or otherwise advance your worthy cause? The answer is marketing, and whether you're a nonprofit executive or a PTA volunteer, Robin Hood Marketing shows you how to sell your mission as successfully as the great marketing minds of corporate America sell their products.

Katya Andresen, a veteran marketer and

Overview

How do you motivate people to give money, take action, or otherwise advance your worthy cause? The answer is marketing, and whether you're a nonprofit executive or a PTA volunteer, Robin Hood Marketing shows you how to sell your mission as successfully as the great marketing minds of corporate America sell their products.

Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks, cigarettes, and even mattresses, with good advice for appealing to your audiences' values, not your own; developing a strong, competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen, who is a former journalist, also reveals the best route to courting her former colleagues in the media and getting your message into their reporting.

Whether you have a big marketing budget or none at all, Robin Hood Marketing will help send your message straight as an arrow into people's hearts and minds. They'll be convinced to act—and your cause will be poised for unprecedented success.

Product Details

ISBN-13:
9780787981488
Publisher:
Wiley
Publication date:
04/28/2006
Pages:
288
Product dimensions:
6.30(w) x 9.10(h) x 1.20(d)

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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