Mon, June 16 2008

Tune in to hear me talk on Ask Without Fear

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Author, Robin Hood Marketing

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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.

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Mon, June 16 2008

The two essential, yet oft-forgotten, marketing questions

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Author, Robin Hood Marketing

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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.

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Fri, June 13 2008

What makes for motivation

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Author, Robin Hood Marketing

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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.

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Mon, June 09 2008

More sticky advocacy: The girl effect

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Author, Robin Hood Marketing

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Filed under:   Advocacy •

I like it, and I think it works - it got forwarded to me, after all, and I forwarded it.  That’s what sticky advocacy is all about…

Thoughts?

UPDATE: Be sure to read the comments to this post - I agree with the commenters that the call to action could be better.

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Thu, June 05 2008

How to make advocacy sticky

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Author, Robin Hood Marketing

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Filed under:   Advocacy •

Imagine you had to mobilize an audience of working moms to advocate for paid sick days - something that too few receive.

You could talk about the importance of paid sick days for the working mom.  Yawn.

Or you could use humor and interactivity to relate to how moms experience this issue - which is by living in fear of getting ill and avoiding sick people like the plague.

I pick door #2.

So did RisingMoms.  This is the first RisingMoms email (and they send too many) I’ve really liked - because it makes the issue sticky and VIRAL!

 

 

 

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