Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes (Hardcover)

by Katya Andresen (Author) "In three words, Nike marketed one of the best-known brands through one of the most oft-repeated slogans in marketing history..." (more)
Key Phrases: gold toe, truth campaign, marketplace forces, Five Wishes, Robin Hood Rule, Miller Time (more...)

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)

Product 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/

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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: 9.1 x 6.1 x 1.2 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars See all reviews (13 customer reviews)
• Amazon.com Sales Rank: #31,115 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars A lifesaver for nonprofit professionals!, April 20, 2006

By	Dolly (Burlington, VT USA) - See all my reviews

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.

6 of 6 people found the following review helpful:

5.0 out of 5 stars Essential part of your toolkit, April 18, 2006

By	Mark Dessauer (Durham NC) - See all my reviews (REAL NAME)

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.

2 of 2 people found the following review helpful:

5.0 out of 5 stars Wow!, August 13, 2006

By	K. Grammer "MPA Student" (New York, NY) - See all my reviews (REAL NAME)

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!