Stacie Mann Robin Hood Marketing
An Orienting Question <ul><li>When was the last time you saw, heard or read something from a good cause  (not your own!) t...
First point of orientation: Marketing is about looking at the world from the point of view of our audience rather than our...
The  Mission  Megaphone
You are not the  target audience!
Second point of orientation: Marketing should compel  action. Give email address to your organization Sign up online for m...
Agenda <ul><li>Introduction: My personal Robin Hood story </li></ul><ul><li>Three takeaways, three stories: </li></ul><ul>...
My Story Homepage in 2004
Who is our audience?  <ul><li>Survey (Give us 30 seconds for charity!) </li></ul><ul><li>In-depth interviews </li></ul><ul...
Message is convenience Homepage in 2007
<ul><li>Customized donation pages that look exactly like your website  </li></ul><ul><li>Process one-time or recurring don...
Email Outreach <ul><li>Store and manage thousands of email addresses  </li></ul><ul><li>Capture new email addresses throug...
Am I slimy?  Is marketing slimy? <ul><li>It’s neither good nor evil </li></ul><ul><li>It’s a tool for being more convincin...
What Savvy Corporate Marketers Know <ul><li>There is a marketing sweet spot </li></ul><ul><li>There are four elements of a...
Finding the Marketing Sweet Spot Your Org Is Good at It Important to  Partner/Audience No One Else Does It/UVP Sources: BB...
Four Parts of Audience-Based Message <ul><li>Connection </li></ul><ul><li>Reward </li></ul><ul><li>Action </li></ul><ul><l...
How CRAM Works C  RA  M
Get Someone’s Attention by Connecting… <ul><li>To existing values </li></ul><ul><li>To existing feelings </li></ul><ul><li...
Focusing on audience values
What do we mean by values? <ul><li>Rest/sleep </li></ul><ul><li>Convenience </li></ul><ul><li>Comfort </li></ul><ul><li>He...
What are the values of… <ul><li>Teenage girls? </li></ul>
 
What are the values of… <ul><li>Potential YouthAIDS donors? </li></ul>
 
What are the values of… <ul><li>Potential CARE donors? </li></ul>
 
 
Failure to CRAM
Now that We Have Their Attention… <ul><li>Time to Deliver the Benefit Exchange! Reward for Taking Action [RA] </li></ul>
ACTION: What we want
<ul><li>Is it… </li></ul><ul><li>Specific  </li></ul><ul><li>Feasible </li></ul><ul><li>Filmable </li></ul><ul><li>First P...
What did he ask us to do?
 
 
 
 
Address people in open-minded moments
When do people care about this?
Cost of chicken suit:$125
One chicken donate now button: $30/month
 
 
 
Choose the right messenger
Millions of passionate constituencies
We are NOT the best messengers <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>It’s...
Donor as Messenger
 
Growth of Online Giving
User-generated content
Celebrity-obsessed
 
 
 
 
Lessons learned with SixDegrees.org <ul><li>Focus on audience values not your own </li></ul><ul><li>Choose the right messe...
Personal Motivation <ul><li>“ I’m a runner and a tri-athlete, and the mother of two small children, and girl scout leader....
Robin’s Story
Tools to fundraise where they are online
Build one for your organization
My Boss Hates Marketing! <ul><li>Don’t try to convert her/him (remember, donor values, not ours) </li></ul><ul><li>Don’t c...
Resources <ul><li>Robin Hood Marketing has more to help you raise money, forge partnerships and compel people to action  <...
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  • Transcript of "Rbn Mkting 060707"

    1. 1. Stacie Mann Robin Hood Marketing
    2. 2. An Orienting Question <ul><li>When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to act? </li></ul><ul><ul><li>How did you get the message? </li></ul></ul><ul><ul><li>What was the message? </li></ul></ul><ul><ul><li>What did you do? </li></ul></ul><ul><ul><li>Why did you act? </li></ul></ul>
    3. 3. First point of orientation: Marketing is about looking at the world from the point of view of our audience rather than our own.
    4. 4. The Mission Megaphone
    5. 5. You are not the target audience!
    6. 6. Second point of orientation: Marketing should compel action. Give email address to your organization Sign up online for monthly giving 40-year-old soccer mom Volunteer time to recruit others to our cuase 25-year-old activist WHAT WE WANT FROM THEM (What actions do we want them to take) WHO
    7. 7. Agenda <ul><li>Introduction: My personal Robin Hood story </li></ul><ul><li>Three takeaways, three stories: </li></ul><ul><ul><li>Focus on audience values, not your own </li></ul></ul><ul><ul><li>Address people in open-minded moments </li></ul></ul><ul><ul><li>The right messenger: What I learned from Kevin Bacon </li></ul></ul>
    8. 8. My Story Homepage in 2004
    9. 9. Who is our audience? <ul><li>Survey (Give us 30 seconds for charity!) </li></ul><ul><li>In-depth interviews </li></ul><ul><li>Donation records </li></ul><ul><li>The “mom” test </li></ul>
    10. 10. Message is convenience Homepage in 2007
    11. 11. <ul><li>Customized donation pages that look exactly like your website </li></ul><ul><li>Process one-time or recurring donations from supporters </li></ul><ul><li>Enable donations in honor of or in memory of an individual </li></ul><ul><li>On-screen and email receipts, plus instant donation notification </li></ul><ul><li>Ability to handle donor premiums </li></ul><ul><li>A configuration wizard makes setup and upkeep quick and easy </li></ul><ul><li>$29.95/month with $199 set-up fee and 3% processing fee; discounts available. </li></ul>Donation Processing
    12. 12. Email Outreach <ul><li>Store and manage thousands of email addresses </li></ul><ul><li>Capture new email addresses through your website and automatically store them </li></ul><ul><li>Count on strong spam policies and subscription tools to ensure that your emails get delivered </li></ul><ul><li>Measure your outreach effectiveness with delivery and click-through reports </li></ul><ul><li>$29.95/month (includes up to 10,000 emails/month) plus $49 setup fee </li></ul>
    13. 13. Am I slimy? Is marketing slimy? <ul><li>It’s neither good nor evil </li></ul><ul><li>It’s a tool for being more convincing </li></ul><ul><li>Nonprofits are all about convincing </li></ul><ul><li>Audience-based approaches are respectful and relational </li></ul><ul><li>Failing to effectively do the work of convincing is what’s unconscionable </li></ul><ul><li>Corporations that are good at marketing can teach us a thing or two </li></ul>
    14. 14. What Savvy Corporate Marketers Know <ul><li>There is a marketing sweet spot </li></ul><ul><li>There are four elements of an audience-based message (CRAM) </li></ul><ul><li>You have to tell a story </li></ul>
    15. 15. 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
    16. 16. Four Parts of Audience-Based Message <ul><li>Connection </li></ul><ul><li>Reward </li></ul><ul><li>Action </li></ul><ul><li>Memory </li></ul>The benefit exchange – aka what’s in it for the audience
    17. 17. How CRAM Works C RA M
    18. 18. Get Someone’s Attention by Connecting… <ul><li>To existing values </li></ul><ul><li>To existing feelings </li></ul><ul><li>To existing desires </li></ul>
    19. 19. Focusing on audience values
    20. 20. What do we mean by 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>
    21. 21. What are the values of… <ul><li>Teenage girls? </li></ul>
    22. 23. What are the values of… <ul><li>Potential YouthAIDS donors? </li></ul>
    23. 25. What are the values of… <ul><li>Potential CARE donors? </li></ul>
    24. 28. Failure to CRAM
    25. 29. Now that We Have Their Attention… <ul><li>Time to Deliver the Benefit Exchange! Reward for Taking Action [RA] </li></ul>
    26. 30. ACTION: What we want
    27. 31. <ul><li>Is it… </li></ul><ul><li>Specific </li></ul><ul><li>Feasible </li></ul><ul><li>Filmable </li></ul><ul><li>First Priority </li></ul>The call to action must pass 4 tests:
    28. 32. What did he ask us to do?
    29. 37. Address people in open-minded moments
    30. 38. When do people care about this?
    31. 39. Cost of chicken suit:$125
    32. 40. One chicken donate now button: $30/month
    33. 44. Choose the right messenger
    34. 45. Millions of passionate constituencies
    35. 46. We are NOT the best messengers <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>It’s okay to relinquish control of the message </li></ul><ul><li>Donors are experts at knowing how to speak about your cause to their friends and family </li></ul><ul><li>Tools out there to do that for free! </li></ul>
    36. 47. Donor as Messenger
    37. 49. Growth of Online Giving
    38. 50. User-generated content
    39. 51. Celebrity-obsessed
    40. 56. Lessons learned with SixDegrees.org <ul><li>Focus on audience values not your own </li></ul><ul><li>Choose the right messenger </li></ul><ul><li>What attracts is celebs; what motivates is personal </li></ul><ul><li>Contests are good </li></ul><ul><li>Uber-activists are more than ATMs </li></ul><ul><li>Give them the tools to fundraise WHERE THEY ARE ONLINE </li></ul><ul><li>Social networks are complex </li></ul><ul><li>Be prepared to help people; this is bleeding edge </li></ul>
    41. 57. Personal Motivation <ul><li>“ 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.” </li></ul><ul><li>-Robin, MS Society Blue Ridge Chapter </li></ul><ul><li>“ 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 .” </li></ul><ul><li>-Ginny, Helping Children Worldwide </li></ul>
    42. 58. Robin’s Story
    43. 59. Tools to fundraise where they are online
    44. 60. Build one for your organization
    45. 61. My Boss Hates Marketing! <ul><li>Don’t try to convert her/him (remember, donor values, not ours) </li></ul><ul><li>Don’t call it marketing </li></ul><ul><li>Make it about what the audience wants </li></ul><ul><li>Talk about impact on your boss’s goals </li></ul><ul><li>Show impact, again and again – for cents on the dollar </li></ul>
    46. 62. Resources <ul><li>Robin Hood Marketing has more to help you raise money, forge partnerships and compel people to action </li></ul><ul><li>www.nonprofitmarketingblog.com </li></ul><ul><li>Network for Good has very affordable tools for online fundraising and outreach </li></ul><ul><li>www.networkforgood.org/npo </li></ul><ul><li>Email me stacie.mann@networkforgood.org </li></ul>
    47. 63. Q&A
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