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Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes | 
 enlarge | Author: Katya Andresen
Publisher: Jossey-Bass
Category: Book
List Price: $24.95
Buy New: $12.99
You Save: $11.96 (48%)
New (35) Used (12) from $12.99
Rating:  12 reviews
Sales Rank: 57039
Media: Hardcover
Edition: 1
Pages: 288
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 6.1 x 1.2
ISBN: 0787981486
Dewey Decimal Number: 658.802
EAN: 9780787981488
ASIN: 0787981486
Publication Date: April 28, 2006
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: BRAND NEW.
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Product Description
Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks, cigarettes, and even mattresses, with good advice for appealing to your audiences’ values, not your own; developing a strong, competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen, who is also a former journalist, also reveals the best route to courting her former colleagues in the media and getting your message into their reporting. Katya Andresen is Vice President of Marketing at the charitable giving portal Network for Good, which was founded by AOL, Yahoo! and Cisco. Before joining Network for Good, she was Senior Vice President of Sutton Group, a marketing and communications firm supporting non-profits, government agencies, and foundations working for the social good. Previously she was a marketing consultant overseas, promoting causes ranging from civil society in Ukraine to ecotourism in Madagascar. She also worked for CARE International. She has trained hundreds of causes in effective marketing and media relations, and her marketing materials for non-profits have won national and international awards. In addition to writing Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes, Katya was featured in the e-book, Nine Minds of Marketing. She is also a co-author of a chapter in the book, People to People Fundraising - Social Networking and Web 2.0 for Charities. Fundraising Success Magazine named her Fundraising Professional of the Year in 2007. Katya traces her passion for good causes to the enormous social need she witnessed as a journalist prior to her work in the non-profit sector. She was a foreign correspondent for Reuters News and Television in Asia and for Associated Press, the San Francisco Chronicle and the Dallas Morning News in Africa. She has a bachelor's degree in history from Haverford College. Visit her blog to learn more...http://www.nonprofitmarketingblog.com/
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| Customer Reviews: Read 7 more reviews...
An Amazing Book December 2, 2008
bronx book nerd (Bronx, NY USA)
I picked up this book to assist me with a work-related project on marketing, something about which I know nothing. Having read the book, I now feel confident that I can handle the assigned task. Andresen covers all the basics and writes in a very accessible way. You can see her applying her own teaching as she writes. She connected with me via very powerful stories about succesful marketing efforts, gave me a sense that I will get a reward (professionaly and intellectually) from applying her principles, and has inspired me to take action - apply the principles to other segments of my work, not just the present task. Anyone in the non-profit sector or government who needs to influence customers should read this book. I know of many instances in the past were projects were started and everyone thought they would succeed because of the good intentions behind them. Not so. As Andresen shows, you need to market you projects to targeted audiences and do so using their values, not yours. This may be a hard pill to swallow for idealisitc individuals, but a nececssary one if you want to acheive your goals.
#1 Book on Marketing for Nonprofit Organizations August 2, 2008
Roger Carr (Fredericksburg, VA USA)
If I were to recommend only one book on marketing for nonprofit organizations, this would be it. After reading this book by Katya Andresen, you will think differently about how to engage your target audience. Everyone doesn't think like you (or me) and Katya does a great job describing how to get the attention and actions of others.
 Chock Full O Insight November 26, 2007
Bob Glaza (Spokane, WA)
We all have causes. These are the good things in life that make us human and happy. Most times, we want to do the right thing for the right reason. Often this involves spending our time and talent - not to mention hard earned money - for our cause. Robin Hood Marketing presents a keen look at the moments where we make the decision that a cause is just and that it deserves our attention. What I really enjoy about the book is the lessons it teaches in sharing our passions. The most important lesson I took from the book? It is the power of telling a story. The author grabs the reader from the very first chapter. Second most important? Its not about the cause itself...its about the people who find it valuable. In other words, its not about "me"...its about "you".
Serious marketing wisdom in plain language July 24, 2007
AJT (California)
The author has done a great job in distilling the marketing principles of the for-profit sector and applying them to the non-profit world. This is not a light over easy marketing for dummies book but is written by someone with real expertise and experience. That said, it is a not complex read and provides clear principles, compelling examples and great side-interviews with other non-profit marketers.
It is focused more often than not on social cause-related marketing which not all non-profits are involved to the depth described in this book. However the principles and practices described are applicable to all non-profit environments. An excellent read and a valuable resource.
A "must have" for every non-profit marketer July 23, 2007
Lois Kelly (Cumberland, RI United States)
The practical advice in this book, told so elegantly and supported with fascinating case studies and interviews, makes it a "must have" for every non-profit marketer. It's one of those books you highlight, turn down pages to come back to, and put front and center on your bookshelf. One of the takeaways that has helped me see a new way to connect with our non-profit's audiences: "the goal is to show targets new ways to get what they already want or value." In other words, make it easy to see how our cause connects with what they already value, not necessarily educate them all about our mission.
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