Stacie Mann Robin Hood Marketing

A question for you 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?

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?

First point of orientation: Marketing is about looking at the world from the point of view of our audience rather than our own.

The Mission Megaphone

You are not the target audience!

The right way to answer

The kitchen sink is not the answer.

The Answer Is: Looking at the world from the point of view of our audience rather than our own.

That’s marketing, and it’s not slimy. It’s neither good nor evil It’s a tool for being more convincing Nonprofits are all about convincing Audience-based approaches are respectful and relational Failing to effectively do the work of convincing is what’s unconscionable Corporations that are good at marketing can teach us a thing or two

It’s neither good nor evil

It’s a tool for being more convincing

Nonprofits are all about convincing

Audience-based approaches are respectful and relational

Failing to effectively do the work of convincing is what’s unconscionable

Corporations that are good at marketing can teach us a thing or two

Agenda Introduction: My personal Robin Hood story Key takeaways: Focus on audience values, not your own Find your marketing sweet spot Marketing should compel action (CRAM) Address people in open-minded moments Donors as messengers

Introduction: My personal Robin Hood story

Key takeaways:

Focus on audience values, not your own

Find your marketing sweet spot

Marketing should compel action (CRAM)

Address people in open-minded moments

Donors as messengers

My Story Homepage in 2004

Who is our audience? Survey (Give us 30 seconds for charity!) In-depth interviews Donation records The “mom” test

Survey (Give us 30 seconds for charity!)

In-depth interviews

Donation records

The “mom” test

Message is convenience Homepage in 2007

Four Parts of Audience-Based Message Why me? What for? Why now? Who says? THEN…Make it EASY TO ACT

Why me?

What for?

Why now?

Who says?

THEN…Make it EASY TO ACT

Why me?

Why me: speak to THEIR values CONNECT TO: To their existing values To their existing feelings To their existing desires

CONNECT TO:

To their existing values

To their existing feelings

To their existing desires

What Savvy Corporate Marketers Know There is a marketing sweet spot There are four elements of an audience-based message (CRAM) You have to tell a story

There is a marketing sweet spot

There are four elements of an audience-based message (CRAM)

You have to tell a story

Finding the Marketing Sweet Spot Your Org Is Good at It Important to Partner/Audience No One Else Does It/UVP Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept

Four Parts of Audience-Based Message Connection Reward Action Memory The benefit exchange – aka what’s in it for the audience

Connection

Reward

Action

Memory

How CRAM Works C RA M

Get Someone’s Attention by Connecting… To existing values To existing feelings To existing desires

To existing values

To existing feelings

To existing desires

What do we mean by values? Rest/sleep Convenience Comfort Health and well-being Time Safety Security Predictability Control Pleasure Fun Excitement/thrills Love Sexual fulfillment Friendship Emotional support Participation Self-improvement Beauty/physical appeal Pride of ownership Independence Privacy Conformity Achievement Style Social status Admiration Approval Attention Profit Savings Power Hope Happiness

Rest/sleep

Convenience

Comfort

Health and well-being

Time

Safety

Security

Predictability

Control

Pleasure

Fun

Excitement/thrills

Love

Sexual fulfillment

Friendship

Emotional support

Participation

Self-improvement

Beauty/physical appeal

Pride of ownership

Independence

Privacy

Conformity

Achievement

Style

Social status

Admiration

Approval

Attention

Profit

Savings

Power

Hope

Happiness

What are the values of… Teenage girls?

Teenage girls?

What are the values of… Potential YouthAIDS donors?

Potential YouthAIDS donors?

What are the values of… Potential CARE donors?

Potential CARE donors?

Failure to CRAM

What are the values of… The people in this room?

The people in this room?

Reward: The Reason to Take Action

What for… through the donor’s eyes

Good rewards are… Immediate Personal (not collective) Reflective of audience values Better than competing benefits (messages) Credible Not necessarily highly relevant to our cause

Immediate

Personal (not collective)

Reflective of audience values

Better than competing benefits (messages)

Credible

Not necessarily highly relevant to our cause

ACTION: What we want

Is it… Specific Feasible Filmable First Priority The call to action must pass 4 tests:

Is it…

Specific

Feasible

Filmable

First Priority

What did he ask us to do?

Memorable… Different Catchy Personal Specific Engaging Human element Tied to our cause

Different

Catchy

Personal

Specific

Engaging

Human element

Tied to our cause

Open-minded Moments Places Times States of Mind

Places

Times

States of Mind

When do people care about this?

Cost of chicken suit:$125

One chicken donate now button: $30/month

Choose the right messenger

We are NOT the best messengers 76% of givers are motivated by friends and family, says Cone It’s okay to relinquish control of the message Donors are experts at knowing how to speak about your cause to their friends and family Tools out there to do that for free!

76% of givers are motivated by friends and family, says Cone

It’s okay to relinquish control of the message

Donors are experts at knowing how to speak about your cause to their friends and family

Tools out there to do that for free!

Donor as Messenger

Growth of Online Giving

User-generated content

Celebrity-obsessed

Lessons learned with SixDegrees.org Focus on audience values not your own Choose the right messenger What attracts is celebs; what motivates is personal Contests are good Uber-activists are more than ATMs Give them the tools to fundraise WHERE THEY ARE ONLINE Social networks are complex Be prepared to help people; this is bleeding edge

Focus on audience values not your own

Choose the right messenger

What attracts is celebs; what motivates is personal

Contests are good

Uber-activists are more than ATMs

Give them the tools to fundraise WHERE THEY ARE ONLINE

Social networks are complex

Be prepared to help people; this is bleeding edge

Personal Motivation “ I’m a runner and a tri-athlete, and the mother of two small children, and girl scout leader. I went from being totally normal and healthy to facing a life of paralysis and future disability, and those were really, really dark days, those first two weeks.” -Robin, MS Society Blue Ridge Chapter “ My husband and I started sponsoring a child at the Child Rescue Centre several years ago and we have just become more and more involved… we were given the opportunity to travel to Sierra Leone and visit the Child Rescue Centre and meet these children, hold them and play with them. It was a life-changing experience. I‘m definitely a different person for having had that experience and met those children .” -Ginny, Helping Children Worldwide

“ I’m a runner and a tri-athlete, and the mother of two small children, and girl scout leader. I went from being totally normal and healthy to facing a life of paralysis and future disability, and those were really, really dark days, those first two weeks.”

-Robin, MS Society Blue Ridge Chapter

“ My husband and I started sponsoring a child at the Child Rescue Centre several years ago and we have just become more and more involved… we were given the opportunity to travel to Sierra Leone and visit the Child Rescue Centre and meet these children, hold them and play with them. It was a life-changing experience. I‘m definitely a different person for having had that experience and met those children .”

-Ginny, Helping Children Worldwide

Robin’s Story

Tools to fundraise where they are online

Build one for your organization

Resources Robin Hood Marketing has more to help you raise money, forge partnerships and compel action www.nonprofitmarketingblog.com Network for Good has very affordable tools for online fundraising and outreach www.networkforgood.org/npo Learning Center http://www.fundraising123.org/ Email me [email_address] or [email_address]

Robin Hood Marketing has more to help you raise money, forge partnerships and compel action

www.nonprofitmarketingblog.com

Network for Good has very affordable tools for online fundraising and outreach

www.networkforgood.org/npo

Learning Center http://www.fundraising123.org/

Email me [email_address] or [email_address]

Q&A

11 Steps to Success with Social Networking Have faith in yourself – this is all just another form of personal networking and you can do it. Have faith in your audience – Give them respect, control and visibility. Define your desired outcome - Ask who and why before how. Decide if social networking will get you there. Borrow, don’t build, your tools. Social media is about “social,” not “media,” so put people first. Find your wired fundraisers. Think like the Marine Corps: the few, the proud. Help your supporters crank WOM to 11. Provide a sense of urgency – think competitions and deadlines. Plug your wired fundraiser into great resources

Have faith in yourself – this is all just another form of personal networking and you can do it.

Have faith in your audience – Give them respect, control and visibility.

Define your desired outcome - Ask who and why before how.

Decide if social networking will get you there.

Borrow, don’t build, your tools.

Social media is about “social,” not “media,” so put people first.

Find your wired fundraisers.

Think like the Marine Corps: the few, the proud.

Help your supporters crank WOM to 11.

Provide a sense of urgency – think competitions and deadlines.

Plug your wired fundraiser into great resources

Who Is Giving Online?* Online givers are young (38-39 years old) They are generous -- ($163) Men and women give online in equal numbers Virtually all (96%) have given to charity before, but 38% haven’t given online before Online giving is tracking to the trends of online shopping and banking * Network for Good Study, “The Young and Generous”

Online givers are young (38-39 years old)

They are generous -- ($163)

Men and women give online in equal numbers

Virtually all (96%) have given to charity before, but 38% haven’t given online before

Online giving is tracking to the trends of online shopping and banking

* Network for Good Study, “The Young and Generous”