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Robin Hood Marketing session

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    1. 9 th SEA Summit March 11, 2008 Katya Andresen Robin Hood Marketing
    2. Everything I say today is online now… <ul><li>The presentation and the Wired Fundraiser paper are at www.nonprofitmarketingblog.com under “workshops” </li></ul><ul><li>Or just give me your address and I’ll email you the links plus useful resources AND send you weekly tips </li></ul>
    3. A question for you <ul><li>When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to donate or act? </li></ul>
    4. Mission statements aren’t the answer.
    5. So what is the answer?
    6. The right way to answer
    7. The kitchen sink is not the answer.
    8. The Answer Is: Looking at the world from the point of view of our audience rather than our own. This is especially true online.
    9. Web 2.0, Social Networking, Blogging….. <ul><li>It’s just people who want to be: </li></ul><ul><li>Heard </li></ul><ul><li>Seen </li></ul><ul><li>Connected to others like them </li></ul><ul><li>An audience-centric approach has never been more important. </li></ul>
    10. Agenda: <ul><li>The four questions you must answer to successfully market your enterprise or organization </li></ul><ul><li>Navigating Web 2.0: five action items </li></ul><ul><li>Q&A </li></ul>
    11. Four Parts of Audience-Based Message <ul><li>For partners, customers, donors, ALL online… </li></ul><ul><li>Why me? </li></ul><ul><li>What for? </li></ul><ul><li>Why now? </li></ul><ul><li>Who says? </li></ul>
    12. Why me?
    13. Why me: speak to THEIR values <ul><li>CONNECT TO: </li></ul><ul><li>To their existing values </li></ul><ul><li>To their existing feelings </li></ul><ul><li>To their existing desires </li></ul>
    14. What Are Their Values? <ul><li>Rest/sleep </li></ul><ul><li>Convenience </li></ul><ul><li>Comfort </li></ul><ul><li>Health and well-being </li></ul><ul><li>Time </li></ul><ul><li>Safety </li></ul><ul><li>Security </li></ul><ul><li>Predictability </li></ul><ul><li>Control </li></ul><ul><li>Pleasure </li></ul><ul><li>Fun </li></ul><ul><li>Excitement/thrills </li></ul><ul><li>Love </li></ul><ul><li>Sexual fulfillment </li></ul><ul><li>Friendship </li></ul><ul><li>Emotional support </li></ul><ul><li>Participation </li></ul><ul><li>Self-improvement </li></ul><ul><li>Beauty/physical appeal </li></ul><ul><li>Pride of ownership </li></ul><ul><li>Independence </li></ul><ul><li>Privacy </li></ul><ul><li>Conformity </li></ul><ul><li>Achievement </li></ul><ul><li>Style </li></ul><ul><li>Social status </li></ul><ul><li>Admiration </li></ul><ul><li>Approval </li></ul><ul><li>Attention </li></ul><ul><li>Profit </li></ul><ul><li>Savings </li></ul><ul><li>Power </li></ul><ul><li>Hope </li></ul><ul><li>Happiness </li></ul>
    15. The Cold Hard Truth about Values <ul><li>They may change, but we can’t change them </li></ul><ul><li>So don’t bother trying </li></ul><ul><li>Identify and appeal to what’s already there </li></ul><ul><li>Group audiences (for example, donors) by their values in order to get the best chance of connecting (“segmenting”) </li></ul><ul><li>Serve it up like a snack, not a meal </li></ul>
    16. The story of my sock drawer
    17. What are the values of… <ul><li>People buying socks during the Great Depression? </li></ul>
    18. Moral of the Story <ul><li>Show how you connect to your audience’s values, and adorn that connection in gold thread. It must be that obvious. </li></ul>
    19. What for?
    20. What for? <ul><li>What’s in it FOR THEM personally? </li></ul><ul><li>What do they get out of it? </li></ul><ul><li>What good will come about BECAUSE OF THEM? </li></ul><ul><li>Where does THEIR MONEY go? </li></ul><ul><li>What’s the impact of THEIR ACTION? </li></ul><ul><li>What will happen if THEY COVER THE STORY? </li></ul>
    21. It’s not about our organization. It’s about what we do for our audience.
    22. What’s in it for them? A reward that is: <ul><li>Immediate </li></ul><ul><li>Personal (not collective) </li></ul><ul><li>Reflective of audience values </li></ul><ul><li>Better than competing benefits (messages) </li></ul><ul><li>Credible </li></ul><ul><li>Not necessarily highly relevant to our cause </li></ul>
    23. Suburbanites <ul><li>Land conservation: What’s in it for them? </li></ul>
    24.  
    25. Why now?
    26. Why now? <ul><li>It’s an emergency </li></ul>
    27. Why now? The Disaster/December Answer
    28. But what if someone’s life is not at stake? <ul><li>There’s a deadline </li></ul><ul><li>Something important is at stake </li></ul><ul><li>This is new and different </li></ul>
    29. A very true, somewhat embarrassing story <ul><li>Why me, why now, what for? </li></ul>
    30.  
    31.  
    32. Fixing the broken button
    33. Who Says? The newest question blank
    34. Who says: the Internet has changed this forever
    35. Who says? <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>Word of mouth also most important for buyers </li></ul><ul><li>Our fans may be better messengers than we are </li></ul>
    36. The Wired Champion http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo
    37. Embrace the wired fundraiser.
    38. Taking it web 2.0
    39. What you need to know <ul><li>The way we use the Internet is changing </li></ul><ul><li>The old model is turning inside out </li></ul><ul><li>Fundraising is moving online </li></ul><ul><li>We’re not the only messengers, fortunately </li></ul>
    40. On the web: millions of passionate constituencies
    41.  
    42. Action #1: Find your constituency. Listen. <ul><li>technorati.com </li></ul><ul><li>google.com/alerts </li></ul><ul><li>facebook.com </li></ul><ul><li>myspace.com </li></ul>
    43. Google Alerts
    44.  
    45.  
    46. Action #2: Make a goal. <ul><li>Don’t do it because you feel like you should. Do it because it makes sense. </li></ul>
    47. Action #3: Engage in authentic conversation.
    48. #4: Ask your supporters to help.
    49. (Not just with their wallets)
    50. #5: Think portable in all you do online. <ul><li>Go to them: to have a conversation </li></ul><ul><li>Go to them: in your content (RSS) </li></ul><ul><li>Go to them: sign-ups on your page that can yield regular touchpoints with things of value </li></ul>
    51. <ul><li>You have your four questions to answer. </li></ul><ul><li>You have your five actions to take. </li></ul><ul><li>How do you feel? </li></ul>What now?
    52. You can do it!
    53.  
    54.  
    55.  
    56. Online donations
    57. Resources <ul><li>Robin Hood Marketing </li></ul><ul><li>www.nonprofitmarketingblog.com </li></ul><ul><li>www.fundraising123.org </li></ul><ul><li>Me: robinhood@networkforgood.org </li></ul>
    58. Q&A

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