Robin Hood Marketing Stealing Corporate Savvy to Sell Just Causes

KatyaAndresen, a veteran marketer and nonprofit professional, demystifieswinning marketing campaigns by reducing them to ten essential rulesand provides entertaining examples and simple steps for applying therules ethically and effectively to good causes of all kinds. TheRobin Hood rules steal from the winning formulas for selling socks,cigarettes, and even mattresses, with good advice for appealing toyour audiences’ values, not your own; developing a strong,competitive stance; and injecting into every message four keyelements that compel people to take notice. Andresen, who is also aformer journalist, also reveals the best route to courting her formercolleagues in the media and getting your message into theirreporting.

KatyaAndresen is Vice President of Marketing at the charitable givingportal Network for Good, which was founded by AOL, Yahoo! and Cisco.Before joining Network for Good, she was Senior Vice President ofSutton Group, a marketing and communications firm supportingnon-profits, government agencies, and foundations working for thesocial good. Previously she was a marketing consultant overseas,promoting causes ranging from civil society in Ukraine to ecotourismin Madagascar. She also worked for CARE International. She hastrained hundreds of causes in effective marketing and mediarelations, and her marketing materials for non-profits have wonnational and international awards. In addition to writing RobinHood Marketing: Stealing Corporate Savvy to Sell Just Causes,Katya was featured in the e-book, Nine Minds of Marketing. Sheis also a co-author of a chapter in the book, People to PeopleFundraising - Social Networking and Web 2.0 for Charities.Fundraising Success Magazine named her Fundraising Professional ofthe Year in 2007.