| | |  | Toby Bloomberg | Home » » Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes | | | | | | | Description: | | 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 also a former journalist, also reveals the best route to courting her former colleagues in the media and getting your message into their reporting. 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/ | | | Product Details: | | | Author:
| Katya Andresen | | Hardcover:
| 288 pages | | Publisher:
| Jossey-Bass | | Publication Date:
| April 28, 2006 | | Language:
| English | | ISBN:
| 0787981486 | | Package Length:
| 9.1 inches | | Package Width:
| 6.1 inches | | Package Height:
| 1.2 inches | | Package Weight:
| 0.95 pounds | | Average Customer Rating:
|  based on 14 reviews |
| | | | Customer Reviews: | |
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1 of 1 found the following review helpful:
A Must Read for any non-profits that want to get it rightNov 17, 2009
Robin Hood Marketing is a real asset to any non-profit (or for profit business) that wants to be armed with a great model and plan to be successful. Well written and easy to follow, Katya Andresen has really followed her own advice and written a book that is engaging and meaningful to her audience.
1 of 1 found the following review helpful:
 Clever mnemonic device makes this a very useful bookFeb 26, 2009
Although this certainly isn't a textbook, I use it in one of the graduate courses I teach on nonprofit marketing. Robin Hood Marketing is very straightforward and its author, Katya Andresen, employs a clever mnemonic device -- an arrow -- to help students remember how the strategic marketing process works.
At the tip of "Robin Hood's" arrow is the ACTION that you, the marketer, want to instigate. Once you have defined precisely what action you seek, you move on to considering what target audience (aka group of people) is able to make that action happen. The next step is to think through what message(s) will motivate the audience to act. After formulating the message, you move on to considering the various avenues (or channels) that you can use to relay that message, and so forth.
The bottom line is that Andresen teaches her readers to begin with the desired outcome of a campaign and then work backward to figure out how to realize the goal. It's a very good way to help nonprofit executives who are not marketing pros think through a project, as well as assess the results of their work.
There are some portions of the book that stretch the arrow metaphor a bit, but those lapses are minor and I don't view them as serious stumbling blocks to the learning process. Overall this is an excellent guide to help nonprofit organizations move beyond just getting visibility to creating a campaign that is measurable and has a far better chance of delivering specific results.
0 of 1 found the following review helpful:
An Amazing BookDec 02, 2008
I picked up this book to assist me with a work-related project on marketing, something about which I know nothing. Having read the book, I now feel confident that I can handle the assigned task. Andresen covers all the basics and writes in a very accessible way. You can see her applying her own teaching as she writes. She connected with me via very powerful stories about succesful marketing efforts, gave me a sense that I will get a reward (professionaly and intellectually) from applying her principles, and has inspired me to take action - apply the principles to other segments of my work, not just the present task. Anyone in the non-profit sector or government who needs to influence customers should read this book. I know of many instances in the past were projects were started and everyone thought they would succeed because of the good intentions behind them. Not so. As Andresen shows, you need to market you projects to targeted audiences and do so using their values, not yours. This may be a hard pill to swallow for idealisitc individuals, but a nececssary one if you want to acheive your goals.
#1 Book on Marketing for Nonprofit OrganizationsAug 02, 2008
If I were to recommend only one book on marketing for nonprofit organizations, this would be it. After reading this book by Katya Andresen, you will think differently about how to engage your target audience. Everyone doesn't think like you (or me) and Katya does a great job describing how to get the attention and actions of others.
0 of 1 found the following review helpful:
Chock Full O InsightNov 26, 2007
We all have causes. These are the good things in life that make us human and happy. Most times, we want to do the right thing for the right reason. Often this involves spending our time and talent - not to mention hard earned money - for our cause. Robin Hood Marketing presents a keen look at the moments where we make the decision that a cause is just and that it deserves our attention. What I really enjoy about the book is the lessons it teaches in sharing our passions. The most important lesson I took from the book? It is the power of telling a story. The author grabs the reader from the very first chapter. Second most important? Its not about the cause itself...its about the people who find it valuable. In other words, its not about "me"...its about "you".
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