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Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes Hardcover – April 28, 2006
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From the Inside Flap
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 actand your cause will be poised for unprecedented success.
Top Customer Reviews
Enter Robin Hood Marketing, which helps you let go of the urge to describe every nuance of every project in painful to your constituents and instead helps you focus on creating clear, concise messages that will compel your donors to give, your volunteers to get involved, your champions to go to bat for you. The book guides you step-by-step through the message development process, how to make a compelling case for your organization - and encouraging you not to worry about whether your constituents understand all the various nuances of what you do, but instead to sell the soul of the cause itself.
Best of all, it is a great, interesting read that I literally could not put down - it was riveting, both for the style of writing and the content, and for the fact that it carries the solution to problems I have struggled with for years. I can't recommend it enough for anyone involved in fundraising, marketing, or proposal writing of any kind.
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.
If you want to be inspired, challenged, and better equipped to make a big social impact, then READ THIS BOOK!
Most Recent Customer Reviews
During an intense semester in Nonprofit Marketing, I think I read every book on that focus and I have to say, this is the absolute best out there. Read morePublished on July 29, 2010 by Amazon Customer
This book is great for anyone who wants to know how to be social marketing savvy in the non-profit world!Published on June 14, 2010 by K. Richardson
As a relatively new non-profit fundraiser, I've read many books over the last two years to hone and develop my skills. Read morePublished on April 16, 2010 by A. K. Crews
Well...let's just say there is a lot Frier Tuck never told Robin Hood about marketing. This book misses the mark for small and medium sized non-profits. Read morePublished on March 28, 2010 by Jason Ansley
This book was assigned for class and I have enjoyed it thoroughly. Andresen's examples are great and her message is important: focus on the audience, not on your cause. Read morePublished on February 7, 2010 by Marlene Dietrich
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. Read morePublished on November 17, 2009 by Danna Varsnick
I picked up this book to assist me with a work-related project on marketing, something about which I know nothing. Read morePublished on December 2, 2008 by bronx book nerd
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... Read morePublished on August 2, 2008 by Amazon Customer