Robin Hood Marketing

www.networkforgood/npo

2007 Summit October 262007 Summit October 26

Katya AndresenKatya AndresenRobin Hood MarketingRobin Hood Marketing

A question A question for youfor 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?

Mission statements aren’t the answer.

So what is the answer?So what is the answer?

The right way to answerThe right way to answer

The kitchen sink is not the answer.The kitchen sink is not the answer.

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

That’s marketing, and it’s not slimy.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

Agenda: Agenda:

• The four questions you must answer for your audience

• Taking it web 2.0: three action items

• Q&A

Four Parts of Audience-Based MessageFour Parts of Audience-Based Message

• Why me?

• What for?

• Why now?

• Who says?

• THEN…Make it EASY TO ACT

Why me?

Why me: speak to THEIR valuesWhy me: speak to THEIR values

CONNECT TO:• To their existing values• To their existing feelings• To their existing desires

What Are Their Values?What Are Their 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

The Cold Hard Truth about ValuesThe Cold Hard Truth about Values

• They may change, but we can’t change them

• So don’t bother trying• Identify and appeal to what’s already

there• Group audiences (for example, donors)

by their values in order to get the best chance of connecting (“segmenting”)

What are the values of…What are the values of…

The people in this room?

Teenage girls?

Potential CARE donors?

Failure to

What for?

What for?What for?

• What’s in it FOR THEM personally?

• What good will come about BECAUSE OF THEM?

It’s not about our organization.

It’s about what we do for our audience.

What’s in it for them? A reward that is:What’s in it for them? A reward that is:

• Immediate

• Personal (not collective)

• Reflective of audience values

• Better than competing benefits (messages)

• Credible

• Not necessarily highly relevant to our cause

What’s the impact?What’s the impact?

• What will happen if they give?

• What good will result because they acted?

What for… through the donor’s eyesWhat for… through the donor’s eyes

DonorsDonors

• What for… supporting an entrepreneur half a world away?

MomsMoms

• What for… leading a girl scout troop?

Ukrainian TwentysomethingsUkrainian Twentysomethings

• What for… voting?

The Faraway Future vs. Instant GratificationThe Faraway Future vs. Instant Gratification

What for? 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.

Why now?

Why now?Why now?

• It’s an emergency

• There’s a deadline

• Something important is at stake

• This is new and different

Crisis in Lebanon Help Us Respond

$69,6146/25/2006

Thanks to J. Colie, Mercy Corps

Helping YouthSolve Unemployment

$1,1152/1/2006

Contests are good!Contests are good!

# of Donations Six Degrees Badges

“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

Special is good!Special is good!

Kisluvkis, flickrKisluvkis, flickr

Memorable…Memorable…

• Different

• Catchy

• Personal

• Specific

• Engaging

• Human element

• Tied to our cause

Who Says?

Who says: hopefully not just usWho says: hopefully not just us

Who says?Who says?

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

• Uber-activists may be better messengers than us

• We need to give them the FREEDOM to do that for us

• Tools are out there to do that – free!

The Wired FundariserThe Wired Fundariser

http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo

Embrace the wired fundraiser.Embrace the wired fundraiser.

Make it easy!

What did he ask us to do?What did he ask us to do?

Is it…

• Specific

• Feasible

• Filmable

• First Priority

Your call to action must pass 4 tests:Your call to action must pass 4 tests:

Emphasize easy.Emphasize easy.

Taking it web 2.0

What you need to knowWhat you need to know

• Fundraising is moving online

• The way we use the Internet is changing

• The old model is turning inside out

Fundraising is moving onlineFundraising is moving online

Total Online Donations (1999 – 2005)

40% estimated growth in online giving 2004-2005

e-Philanthropy

$1,000

$2,000

$3,000

$4,000

1999 2000 2001 2002 2003 2004 2005*

Source: Estimates from e-PhilanthropyFoundation.org and eNonprofit Benchmarks Study from Advocacy Institute.

* Preliminary estimate based on eNonprofit Benchmarks Study from Advocacy Institute.

Crisis giving is the vanguardCrisis giving is the vanguard

• 9/11: one-fifth to one-sixth of giving was online

• Tsunami: one-third of giving online

• Hurricane Katrina: half of giving online

#1: Get online if you aren’t already#1: Get online if you aren’t already

• Network for Good helps you get donors online

On the web: On the web: millions of passionate constituencies millions of passionate constituencies

#2: Go find your constituency.#2: Go find your constituency.

• technorati.com • google.com/alerts• facebook.com• myspace.com

#3: Ask your supporters to help.#3: Ask your supporters to help.

You have your four questions to answers.

You have your three actions to take.

How do you feel?

What now?What now?

You can do it!You can do it!

Online donationsOnline donations

ResourcesResources

• Robin Hood Marketing

• www.nonprofitmarketingblog.com

• www.networkforgood.org

• Me: robinhood@networkforgood.org

Robin Hood Marketing

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