Robin Hood Marketing


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I presented this talk at the NC Center for Nonprofits Summit on October 26 -- Katya

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  • Robin Hood Marketing

    1. 1. 2007 Summit October 26 Katya Andresen 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. Mission statements aren’t the answer.
    4. 4. So what is the answer?
    5. 5. The right way to answer
    6. 6. The kitchen sink is not the answer.
    7. 7. The Answer Is: Looking at the world from the point of view of our audience rather than our own.
    8. 8. 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>
    9. 9. Agenda: <ul><li>The four questions you must answer for your audience </li></ul><ul><li>Taking it web 2.0: three action items </li></ul><ul><li>Q&A </li></ul>
    10. 10. 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>
    11. 11. Why me?
    12. 12. 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>
    13. 13. 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>
    14. 14. 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>
    15. 15. What are the values of… <ul><li>The people in this room? </li></ul>
    16. 18. What are the values of… <ul><li>Teenage girls? </li></ul>
    17. 20. What are the values of… <ul><li>Potential CARE donors? </li></ul>
    18. 23. Failure to CRAM
    19. 25. What for?
    20. 26. What for? <ul><li>What’s in it FOR THEM personally? </li></ul><ul><li>What good will come about BECAUSE OF THEM? </li></ul>
    21. 27. It’s not about our organization. It’s about what we do for our audience.
    22. 28. 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. 29. What’s the impact? <ul><li>What will happen if they give? </li></ul><ul><li>What good will result because they acted? </li></ul>
    24. 30. What for… through the donor’s eyes
    25. 31. Donors <ul><li>What for… supporting an entrepreneur half a world away? </li></ul>
    26. 32. Moms <ul><li>What for… leading a girl scout troop ? </li></ul>
    27. 34. Ukrainian Twentysomethings <ul><li>What for… voting ? </li></ul>
    28. 35. The Faraway Future vs. Instant Gratification
    29. 37. What for? Kyle Paxman canceled her wedding six weeks before it was to take place, but decided to turn the planned party into a fund-raising event for charity, reports The New York Times. Ms. Paxman invited her guests to write checks to CARE, the international aid group, and to the Vermont Children’s Aid Society. She selected CARE after seeing an ad for the charity that showed women striding across a desert, and four of them saying to the camera, “I am powerful.” The idea of supporting strong women, she says, was particularly appealing to her, she says, as she was declaring her independence from the man she planned to marry.
    30. 38. Why now?
    31. 39. Why now? <ul><li>It’s an emergency </li></ul><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>
    32. 40. Crisis in Lebanon Help Us Respond $69,614 6/25/2006 Thanks to J. Colie, Mercy Corps
    33. 41. Helping Youth Solve Unemployment $1,115 2/1/2006
    34. 42. Contests are good! “ We put the information on our website…constantly updating them [donors] as to how we were doing…our volunteers were really eager to try to get the matching grant, but they also reached out about our mission.” - Kristy, Bubel-Aiken Foundation
    35. 43. Special is good! Kisluvkis, flickr
    36. 44. 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>
    37. 47. Who Says? blank
    38. 48. Who says: hopefully not just us
    39. 49. Who says? <ul><li>76% of givers are motivated by friends and family, says Cone </li></ul><ul><li>Uber-activists may be better messengers than us </li></ul><ul><li>We need to give them the FREEDOM to do that for us </li></ul><ul><li>Tools are out there to do that – free! </li></ul>
    40. 50. The Wired Fundariser
    41. 51. Embrace the wired fundraiser.
    42. 52. Make it easy! blank
    43. 53. What did he ask us to do?
    44. 54. <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>Your call to action must pass 4 tests:
    45. 57. Emphasize easy.
    46. 58. Taking it web 2.0
    47. 59. What you need to know <ul><li>Fundraising is moving online </li></ul><ul><li>The way we use the Internet is changing </li></ul><ul><li>The old model is turning inside out </li></ul>
    48. 60. Fundraising is moving online Total Online Donations (1999 – 2005) 40% estimated growth in online giving 2004-2005 Source: Estimates from and eNonprofit Benchmarks Study from Advocacy Institute. * Preliminary estimate based on eNonprofit Benchmarks Study from Advocacy Institute.
    49. 61. Crisis giving is the vanguard <ul><li>9/11: one-fifth to one-sixth of giving was online </li></ul><ul><li>Tsunami: one-third of giving online </li></ul><ul><li>Hurricane Katrina: half of giving online </li></ul>
    50. 62. #1: Get online if you aren’t already <ul><li>Network for Good helps you get donors online </li></ul>
    51. 63. On the web: millions of passionate constituencies
    52. 65. #2: Go find your constituency. <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    53. 67. #3: Ask your supporters to help.
    54. 69. <ul><li>You have your four questions to answers. </li></ul><ul><li>You have your three actions to take. </li></ul><ul><li>How do you feel? </li></ul>What now?
    55. 70. You can do it!
    56. 74. Online donations
    57. 75. Resources <ul><li>Robin Hood Marketing </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Me: </li></ul>
    58. 76. Q&A