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“Robin Hood rules” for nonprofit marketing: Part two of MMC’s Interview with Katya Andresen
By chris | June 8, 2007
We contunue our interview with Katya Andresen author of the nonprofit marketing book “Robin Hood Marketing.” Katya is vice president of marketing at Network for Good, the Internet’s leading charitable giving site.
She developed the Robin Hood rules in working with dozens of local, national, and international causes in the United States, Eastern Europe, and Africa. Andresen traces her passion for helping good causes to the enormous need she witnessed overseas in her previous work as a foreign correspondent.
At Networkforgood.org, users can donate to more than one million charities and search from among more than 36,000 volunteer opportunities. In addition, non-profits can access tools for fundraising, volunteer recruitment and donor communication. Founded in 2001 by America Online, Cisco Systems and Yahoo!.
Part two of Ministry Marketing Coach’s Interview with Katya Andresen
MMC: What is a good way to handle competition from other organizations? For example, what can you do if your organization is struggling to grow, raise funds or recruit other kinds of support in the shadow of a bigger, better funded organization with a similar mission?
Katya: All of us need to find out own marketing sweet spot. That’s the intersection between what our audience cares about, what we’re good at, and what is truly unique about our organization. If we focus on that sweet spot, we will have an unassailable competitive position. We’ll also gain greater focus and stop duplicating effort, which benefits the sector as a whole.
MMC: When an organization has a cause to fight against something that is very negative (such as disease, poverty or hunger), how can they communicate in ways that keep it positive? What is the best way to know when to go negative? And if you lean toward the negative, will it drive people away? Do you need to be up beat to keep from being a bummer to your audience?
Katya: You should only go negative if you can give someone an immediate, easy way to act that stops the dire scenario. You must give people the feeling that they have the power to help, not the feeling they are helpless or that your issue is intractable. If you scare with scale, you’ll lose. If you empower with feasible steps, you’ll make social change. One face on a problem moves us, millions overwhelm us. It’s not always rational, but it’s the way it is. Tell people what’s wrong, then show them they can set things right.
MMC: Many of our readers are doing nonprofit work in Eastern Europe and Africa, do you have any particular advice for them regarding gathering good audience and media channel information?
Katya: Good marketing methods work well in any culture. If you get to know your audiences and what they value, you can’t go wrong. It’s when we make assumptions and stop listening that we run into problems. In terms of media channels, think of when your audience is in a place, state of mind or time that they can take action. That should dictate your communication channel. Don’t ponder brochure vs. radio PSA if neither will reach the person in the moment they going to be most open to your message. There’s a great PSA painted on a staircase that encourages people to take the stairs, because it’s better for your health. That’s a great channel for that message!
MMC: On your Amazon profile you say, “Telling and hearing stories is the most powerful form of communication, and we can and should do more of it in the nonprofit world. I think stories convey color, texture, images, emotion and meaning to the good works that we do. And in the process, they certainly teach a thing or two. ” Can you give any advice to people who want to tell stories better?
Katya: Good stories have a compelling protagonist, a conflict to overcome, and a clear meaning at the end that helps us look forward. They also have some kind of surprising element, something unexpected. We’ll always remember the extraordinary. If you need inspiration, go read Andy Goodman’s work or Made to Stick.
MMC: Your book is very useful and easy to understand. Do happen to have any new books, seminars, or other resources in the works?
Katya: Why thanks! I give lots of trainings online and many in-person workshops. Next up is the AMA conference in Washington in July. I’ve got a speaking schedule up on my blog.
Topics: Books |