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Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes Hardcover – April 28, 2006

4.7 out of 5 stars 21 customer reviews

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  • Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes
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  • The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause
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  • Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money
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Editorial Reviews

Review

"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)

From the Inside Flap

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.

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Product Details

  • Hardcover: 288 pages
  • Publisher: Jossey-Bass; 1 edition (April 28, 2006)
  • Language: English
  • ISBN-10: 0787981486
  • ISBN-13: 978-0787981488
  • Product Dimensions: 6.4 x 1.1 x 9.2 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #528,112 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
All of us who work in fundraising and marketing in the nonprofit sector struggle with how to sell our cause and win support for it. I started my career in a meals program for people with AIDS - an easy sell - but since then I have moved on to nonprofits with missions that are much more complicated and harder to describe. An outdoor education program that unites people with and without disabilities? An international nonprofit that is helping Ukrainians better advocate for themselves? It gets harder and harder to briefly, concisely, and compellingly describe what we do.

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.
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Format: Hardcover
If you wanted to take over the world MacGyver-style you would need several critical items: bailing wire, electrician's tape, a sharpie and Leatherman. Katya has pulled together several key concepts and strategies into a simple guide to getting your message across and as a result Robin Hood Marketing is the Leatherman of marketing tools. Katya goes beyond the simple `ten steps to get to know your audience' or `qualitative/quantitative research 101' to alerting readers (and nonprofits) about the power of partnerships, messaging and branding. Working with community organizations has made me realize that the keys to their communication success are literally in their backyard and office. We are purchasing this book for each of our grantees to assist in their communication efforts. Robin Hood Marketing will allow the reader to understand simple low cost steps they can take to bring their cause the recognition or action it needs.
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Format: Hardcover
I am new to the field of marketing and _Robin Hood Marketing_ gave great handles for me to "dig right in." I recommend it to anyone working to improve the profile of an organization -- from those in established (and entrenched) non-profits to those just getting their bearings as they move forward with a new idea to change the world.
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Format: Hardcover Verified Purchase
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.
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By K. Grammer on August 13, 2006
Format: Hardcover
This is an excellent resource for individuals working in the field of public service. Andresen does a remarkable job of teaching organizations how to find their "sweet spot" and how to convey complex messages in simple terms that compel audiences to take action. Her writing style is fun and engaging. I used this book for a graduate project at NYU and will be sure to refer to it regularly when I jumpstart my career. I highly recommend this essential tool. Thanks again!
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Format: Hardcover Verified Purchase
If you work in Development, PR, or Marketing for a nonprofit, I highly recommend Katya Andresen's work. Robin Hood Marketing is an excellent primer on how to target an audience with action in mind. Because we tend to be very passionate about our causes, we often make the mistake of approaching people with the mindset that they need to be as passionate about our causes as we are. However, Ms. Andresen does a great job of reminding us that what we need most is for people to take certain actions that advance our causes. If they become passionate about our causes, then great. If they don't, but are willing to support our work through their voice, funds, or actions, we have achieved something important. We need to be more concerned about meeting the target audience's needs with our cause. So often, we become too focused on "us" and not focused enough on "them."

If you want to be inspired, challenged, and better equipped to make a big social impact, then READ THIS BOOK!
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