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AFP Conf_Ft. Lauderdale


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AFP Conf_Ft. Lauderdale

  1. 1. Stacie Mann Robin Hood Marketing
  2. 2. 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>
  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. The right way to answer
  7. 7. The kitchen sink is not the answer.
  8. 8. The Answer Is: Looking at the world from the point of view of our audience rather than our own.
  9. 9. That’s marketing, and it’s not 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>
  10. 10. Agenda <ul><li>Introduction: My personal Robin Hood story </li></ul><ul><li>Key takeaways: </li></ul><ul><ul><li>Focus on audience values, not your own </li></ul></ul><ul><ul><li>Find your marketing sweet spot </li></ul></ul><ul><ul><li>Marketing should compel action (CRAM) </li></ul></ul><ul><ul><li>Address people in open-minded moments </li></ul></ul><ul><ul><li>Donors as messengers </li></ul></ul>
  11. 11. My Story Homepage in 2004
  12. 12. 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>
  13. 13. Message is convenience Homepage in 2007
  14. 14. Four Parts of Audience-Based Message <ul><li>Why me? </li></ul><ul><li>What for? </li></ul><ul><li>Why now? </li></ul><ul><li>Who says? </li></ul><ul><li>THEN…Make it EASY TO ACT </li></ul>
  15. 15. Why me?
  16. 16. 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>
  17. 17. 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>
  18. 18. 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
  19. 19. 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
  20. 20. How CRAM Works C RA M
  21. 21. 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>
  22. 22. 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>
  23. 23. What are the values of… <ul><li>Teenage girls? </li></ul>
  24. 25. What are the values of… <ul><li>Potential YouthAIDS donors? </li></ul>
  25. 27. What are the values of… <ul><li>Potential CARE donors? </li></ul>
  26. 30. Failure to CRAM
  27. 31. What are the values of… <ul><li>The people in this room? </li></ul>
  28. 34. Reward: The Reason to Take Action
  29. 35. What for… through the donor’s eyes
  30. 36. Good rewards are… <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>
  31. 37. ACTION: What we want
  32. 38. <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:
  33. 39. What did he ask us to do?
  34. 42. Memorable… <ul><li>Different </li></ul><ul><li>Catchy </li></ul><ul><li>Personal </li></ul><ul><li>Specific </li></ul><ul><li>Engaging </li></ul><ul><li>Human element </li></ul><ul><li>Tied to our cause </li></ul>
  35. 44. Open-minded Moments <ul><li>Places </li></ul><ul><li>Times </li></ul><ul><li>States of Mind </li></ul>
  36. 45. When do people care about this?
  37. 46. Cost of chicken suit:$125
  38. 47. One chicken donate now button: $30/month
  39. 49. Choose the right messenger
  40. 50. 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>
  41. 51. Donor as Messenger
  42. 53. Growth of Online Giving
  43. 54. User-generated content
  44. 55. Celebrity-obsessed
  45. 60. Lessons learned with <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>
  46. 61. 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>
  47. 62. Robin’s Story
  48. 63. Tools to fundraise where they are online
  49. 64. Build one for your organization
  50. 65. Resources <ul><li>Robin Hood Marketing has more to help you raise money, forge partnerships and compel action </li></ul><ul><li> </li></ul><ul><li>Network for Good has very affordable tools for online fundraising and outreach </li></ul><ul><li> </li></ul><ul><li>Learning Center </li></ul><ul><li>Email me [email_address] or [email_address] </li></ul>
  51. 66. Q&A
  52. 67. 11 Steps to Success with Social Networking <ul><li>Have faith in yourself – this is all just another form of personal networking and you can do it. </li></ul><ul><li>Have faith in your audience – Give them respect, control and visibility. </li></ul><ul><li>Define your desired outcome - Ask who and why before how. </li></ul><ul><li>Decide if social networking will get you there. </li></ul><ul><li>Borrow, don’t build, your tools. </li></ul><ul><li>Social media is about “social,” not “media,” so put people first. </li></ul><ul><li>Find your wired fundraisers. </li></ul><ul><li>Think like the Marine Corps: the few, the proud. </li></ul><ul><li>Help your supporters crank WOM to 11. </li></ul><ul><li>Provide a sense of urgency – think competitions and deadlines. </li></ul><ul><li>Plug your wired fundraiser into great resources </li></ul>
  53. 68. Who Is Giving Online?* <ul><li>Online givers are young (38-39 years old) </li></ul><ul><li>They are generous -- ($163) </li></ul><ul><li>Men and women give online in equal numbers </li></ul><ul><li>Virtually all (96%) have given to charity before, but 38% haven’t given online before </li></ul><ul><li>Online giving is tracking to the trends of online shopping and banking </li></ul><ul><li>* Network for Good Study, “The Young and Generous” </li></ul>