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www.networkforgood/npo

Stacie MannStacie Mann

Robin Hood MarketingRobin Hood Marketing

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An Orienting QuestionAn Orienting Question

• When was the last time you saw, heard or read something from a good cause (not your own!) that prompted you to act? – How did you get the message?– What was the message?– What did you do?– Why did you act?

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First point of orientation:First point of orientation:

Marketing is about looking at the world Marketing is about looking at the world from the point of view of our audience from the point of view of our audience rather than our own.rather than our own.

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The Mission Megaphone

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You are not the You are not the target audience!target audience!

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WHO WHAT WE WANT FROM THEM (What actions do we want them to take)

25-year-old

activist

Volunteer time to recruit others to our cuase

40-year-old soccer mom

Give email address to your organization

Sign up online for monthly giving

Second point of orientation:Second point of orientation:

Marketing should compel action.

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AgendaAgenda

• Introduction: My personal Robin Hood story

• Three takeaways, three stories:– Focus on audience values, not your own– Address people in open-minded moments– The right messenger: What I learned from Kevin

Bacon

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My StoryMy Story

Homepage in 2004

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Who is our audience? Who is our audience?

• Survey (Give us 30 seconds for charity!)

• In-depth interviews

• Donation records

• The “mom” test

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Message is convenienceMessage is convenience

Homepage in 2007

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• Customized donation pages that look exactly like your website

• Process one-time or recurring donations from supporters

• Enable donations in honor of or in memory of an individual

• On-screen and email receipts, plus instant donation notification

• Ability to handle donor premiums• A configuration wizard makes

setup and upkeep quick and easy• $29.95/month with $199 set-up fee

and 3% processing fee; discounts available.

Donation ProcessingDonation Processing

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Email OutreachEmail Outreach

• Store and manage thousands of email addresses

• Capture new email addresses through your website and automatically store them

• Count on strong spam policies and subscription tools to ensure that your emails get delivered

• Measure your outreach effectiveness with delivery and click-through reports

• $29.95/month (includes up to 10,000 emails/month) plus $49 setup fee

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Am I slimy? Is marketing slimy?Am I slimy? Is marketing 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

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What Savvy Corporate Marketers KnowWhat Savvy Corporate Marketers Know

1. There is a marketing sweet spot

2. There are four elements of an audience-based message (CRAM)

3. You have to tell a story

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Finding the Marketing Sweet SpotFinding the Marketing Sweet Spot

Your Org IsGood at It

Important to Partner/Audience

No One ElseDoes It/UVP

Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept

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

• Connection

• Reward

• Action

• Memory

The benefit exchange – aka what’s in it for the audience

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How CRAM WorksHow CRAM Works

C RA M

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Get Someone’s Attention by Connecting…Get Someone’s Attention by Connecting…

• To existing values• To existing feelings• To existing desires

Focusing on audience valuesFocusing on audience values

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What do we mean by values?What do we mean by 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

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

Teenage girls?

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Potential YouthAIDS donors?

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Potential CARE donors?

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Failure to

CRAM

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Now that We Have Their Attention…Now that We Have Their Attention…

Time to Deliver the Benefit Exchange!Reward for Taking Action[RA]

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ACTION: What we wantACTION: What we want

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Is it…

• Specific

• Feasible

• Filmable

• First Priority

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

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

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Address people in open-minded momentsAddress people in open-minded moments

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When do people care about this?When do people care about this?

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Cost of chicken suit:$125Cost of chicken suit:$125

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One chicken donate now button: $30/monthOne chicken donate now button: $30/month

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Choose the right messengerChoose the right messenger

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Millions of passionate constituencies Millions of passionate constituencies

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We are NOT the best messengersWe are NOT the best messengers

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

• It’s okay to relinquish control of the message

• Donors are experts at knowing how to speak about your cause to their friends and family

• Tools out there to do that for free!

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Donor as MessengerDonor as Messenger

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Growth of Online GivingGrowth of Online Giving

e-Philanthropy

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

1999 2000 2001 2002 2003 2004 2005 2006

(in m

illio

ns)

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User-generated contentUser-generated content

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Celebrity-obsessedCelebrity-obsessed

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Lessons learned with SixDegrees.orgLessons learned with SixDegrees.org

1. Focus on audience values not your own2. Choose the right messenger3. What attracts is celebs; what motivates is

personal4. Contests are good5. Uber-activists are more than ATMs6. Give them the tools to fundraise WHERE THEY

ARE ONLINE7. Social networks are complex8. Be prepared to help people; this is bleeding edge

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Personal MotivationPersonal Motivation

“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.”

-Robin, MS Society Blue Ridge Chapter

“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 .”

-Ginny, Helping Children Worldwide

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Robin’s StoryRobin’s Story

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Tools to fundraise where they are onlineTools to fundraise where they are online

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Build one for your organizationBuild one for your organization

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My Boss Hates Marketing!My Boss Hates Marketing!

• Don’t try to convert her/him (remember, donor values, not ours)

• Don’t call it marketing

• Make it about what the audience wants

• Talk about impact on your boss’s goals

• Show impact, again and again – for cents on the dollar

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ResourcesResources

• Robin Hood Marketing has more to help you raise money, forge partnerships and compel people to action

www.nonprofitmarketingblog.com

• Network for Good has very affordable tools for online fundraising and outreach

www.networkforgood.org/npo

• Email me [email protected]

Q&A

Business

Rbn Mkting 060707