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

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Overview

Praise for Robin Hood Marketing

"An incredibly compelling and digestible book—full of practical theories and real-life examples that anyone who either works in the nonprofit world or cares about causes will find absolutely worthwhile."
—Meg Garlinghouse, director, Yahoo! For Good, Yahoo! Inc.

"Andresen's message is clear: It's not about YOU. It's about your supporter. Tap your supporter's wants, hopes, dreams, and desires and you'll move mountains."
—Scott Case, chairman, Network for Good, cofounder Priceline.com

"Robin Hood Marketing should be required reading for anyone trying to raise money, find supporters, or change public policy in the increasingly crowded marketplace of worthy causes. In an era where the number of nonprofits is growing faster than the pool of charitable funding, the stakes couldn't be higher. Those with the strongest messages and the savviest marketing will have the best chance to survive and thrive. Robin Hood Marketing is a great place to start getting your organization on more solid marketing ground."
—Matthew De Galan, chief development officer, Mercy Corps

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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: 717,708
  • 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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