Wed, June 18 2008

How to compete like a champ

Katya Andresen's avatar

Author, Robin Hood Marketing

Read more by this author

Filed under:   Marketing essentials •

I recently chatted with a roomful of nonprofit folks before giving a speech, and I heard the same things over and over:

1. Money is tight.
2. They feel a keen sense of competition for resources from other organizations. (No wonder, given more than 100 new nonprofits crop up every day)
3. They are anxious about the future.

So how do you stand out?  How do you compete in that environment?

By focusing on your audience, NOT your competition.  This is about reaching out to your audience better than anyone else.  You must do a better job connecting with those people than your competition does.

We get into so much trouble imitating others organizations.  Don’t waste energy worrying about another nonprofit’s website, event or corporate sponsor.  Focus like a laser beam on pleasing your audience.

When you meet with corporate partners, stand out by impressing them with your ability to listen to them and by showing how you’re uniquely qualified to help them reach their business and philanthropic goals.  It’s not about your needs, it’s about theirs.

When you reach out to supporters, stand out with your ability to connect to their interests and values - and with your gracious gratitude for their help.

That’s how you win - by focusing on the people you want to reach, not the organizations around you.

  • Comments   

Wed, June 18 2008

Ask Without Fear interview is online

Katya Andresen's avatar

Author, Robin Hood Marketing

Read more by this author

Filed under:   Fundraising essentials •

If you’d like to listen, to my interview with Marc Pitman is online here.

You can check out some of Marc’s fundraising tips here.

  • Comments   

Mon, June 16 2008

Tune in to hear me talk on Ask Without Fear

Katya Andresen's avatar

Author, Robin Hood Marketing

Read more by this author

Filed under:   Fundraising essentials •

If you’d like to hear me field questions from Marc Pitman on his Ask Without Fear show tomorrow, check it out here.  It’s at 11 am EST.  I’ll be talking with Marc about how I stumbled (literally) into social marketing, trends in fundraising and my book.

  • Comments   

Mon, June 16 2008

The two essential, yet oft-forgotten, marketing questions

Katya Andresen's avatar

Author, Robin Hood Marketing

Read more by this author

Filed under:   Marketing essentials •

There are two questions you should ask yourself before planning any kind of marketing or communication effort.  I’m sure I’ve mentioned them here before, but they bear repeating.  They are so often forgotten.

THE TWO QUESTIONS

1. Who is my audience?
2. What do I want them to do?  (DO, not think - awareness is not a marketing goal)

The answers to these two questions are the first sentence to a marketing plan.

You must answer these two questions before you ask questions like:  Should I blog?  Brochure or flyer?  Green or red?  This message or that message?

When you know your audience and what you want them to do, the answers to all the tactical questions become clearer.

  • Comments   

Fri, June 13 2008

What makes for motivation

Katya Andresen's avatar

Author, Robin Hood Marketing

Read more by this author

Filed under:   Fun stuff •

Jeremy Gregg at the Raiser’s Razor blog asked me to answer the following question: What drives your philanthropassion? 

In other words, why have I, like you, chosen to be overworked and underpaid in the third sector?

Part of the answer for me is, I spent a number of years working as a journalist in very poor countries.  And the poverty and pain I saw on a daily basis was hard to simply witness, over and over.  So I stopped reporting and started working to remedy what I was seeing.  (This is not to say journalism does not do much to contribute to the social good or to right wrongs - it does.  I just wanted to be more involved in the story.)

So part of my motivation is based on need.

But the bigger part of it is based on change.  I saw enough good when I was reporting that I also grew to believe there was hope in most situations.  And that, ultimately, is the most motivating thing of all.

I started my book this way: We all have moments in life when we happen upon our calling, and mine was when I encountered a giant, smiling condom in Cambodia.  I go on to tell the story of being inspired by the ground-breaking work of the nonprofit PSI to make AIDS prevention fun and hopeful (including via a giant condom balloon), to great success.  I saw the good in the story and possibility in the future.

I think ultimately, what makes for the most powerful motivation (at least for me) is not how bad something is now but rather how much better it could be.

  • Comments   
Page 256 of 321 pages ‹ First  < 254 255 256 257 258 >  Last ›