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Description
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Marketing is no longer a dirty word for nonprofit and other social change leaders. Those who wish to make a difference know that they need to sell their causes, and sell them well. Robin Hood Marketing shows readers how to steal the best marketing practices from the business world, and use them to make a difference. Veteran media and nonprofit consultant Katya Andresen provides colorful, clear, how-to information and examples tailored to people trying to make a difference with a shoestring budget. Andresen’s fun, engaging style makes the book accessible to readers of all level experience while she offers solid, must-have information based on twelve Robin Hood principles including:
- Don’t tell someone to value your cause; show them how your cause relates to their values
- Know your competition (and why you’re unique)
- Seek unlikely alliances
- It’s not about you, it’s about your audience
- Ask for action, promise reward
Andresen believes that it is the ethical responsibility of those working for the public good to use their resources to the best effect. But selling a good cause can be much harder than selling a hamburger. Andresen combines her media expertise with her extensive nonprofit consulting experience to bring successful marketing techniques to the specific needs of the social marketplace. Every principle (each an arrow in Robin Hood’s quiver) is designed to help readers reach and influence their audiences and thereby achieve their missions.
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