AFP Conf_Ft. Lauderdale

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www.networkforgood/npo

Stacie MannStacie Mann

Robin Hood MarketingRobin Hood Marketing

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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?

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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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The right way to answerThe right way to answer

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

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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.

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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

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AgendaAgenda

• Introduction: My personal Robin Hood story

• Key takeaways:– Focus on audience values, not your own– Find your marketing sweet spot– Marketing should compel action (CRAM)– Address people in open-minded moments– Donors as messengers

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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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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

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Why me?

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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

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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

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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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The people in this room?

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Reward: The Reason to Take ActionReward: The Reason to Take Action

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

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Good rewards are…Good rewards are…

• Immediate

• Personal (not collective)

• Reflective of audience values

• Better than competing benefits (messages)

• Credible

• Not necessarily highly relevant to our cause

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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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Memorable…Memorable…

• Different

• Catchy

• Personal

• Specific

• Engaging

• Human element

• Tied to our cause

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Open-minded MomentsOpen-minded Moments

• Places

• Times

• States of Mind

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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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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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ResourcesResources

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

www.nonprofitmarketingblog.com• Network for Good has very affordable tools for

online fundraising and outreach

www.networkforgood.org/npo• Learning Center http://www.fundraising123.org/• Email me [email protected] or

[email protected]

http://www.networkforgood.org/npo

http://www.fundraising123.org/

mailto:[email protected]

mailto:[email protected]

Q&A

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11 Steps to Success with Social Networking 11 Steps to Success with Social Networking

• Have faith in yourself – this is all just another form of personal networking and you can do it.

• Have faith in your audience – Give them respect, control and visibility.

• Define your desired outcome - Ask who and why before how. • Decide if social networking will get you there. • Borrow, don’t build, your tools. • Social media is about “social,” not “media,” so put people first. • Find your wired fundraisers. • Think like the Marine Corps: the few, the proud. • Help your supporters crank WOM to 11. • Provide a sense of urgency – think competitions and deadlines. • Plug your wired fundraiser into great resources

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Who Is Giving Online?*Who Is Giving Online?*

• Online givers are young (38-39 years old)• They are generous -- ($163)• Men and women give online in equal numbers• Virtually all (96%) have given to charity before,

but 38% haven’t given online before• Online giving is tracking to the trends of online

shopping and banking*Network for Good Study, “The Young and Generous”

Business

AFP Conf_Ft. Lauderdale