Fri, August 03 2007

Cultivating constituents online

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:  

Thanks Jonathon for posting it on Slideshare!

 

  • Comments   

Fri, August 03 2007

Cultivating constituents online

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Social Media •

I’m sharing here the presentation from the AMA Foundation Conference, when I shared the stage with three very smart people on the above topic.  They were Jonathon D. Colman of The Nature Conservancy, Jacob Colie of Mercy Corps and Arlin Wasserman of America on the Move

Thanks Jonathon for posting it on Slideshare!  You are fabulous.

 

  • Comments   

Fri, August 03 2007

Help, I need somebody (better at marketing)

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Fundraising essentials •

Is your marketing strategy to simply ask for help?

Today, I got an email from a marketing publication saying “we need your help”  in the subject line.  In fact, as explained in the body of the email, they need 12 minutes of my help to fill out a survey.  I also got a fundraising appeal from my alma mater that says it needs my help in their new fiscal year.  I also got an “urgent” letter from an advocacy organization that needs my help with a donation. 

This “help me” triple-header makes me cranky.

Guess what?  Everyone needs help.  It is not so compelling to ask for help - from a marketing perspective, it is unimaginative, somewhat lazy, and quite ineffective.  (Told you I was cranky!)

It’s not enough to say “help, help, help, we have problems, problems, problems.”  Everyone needs help, everyone has problems, and everyone wants your money.

You need to show why your audience should care to help.  You need to inspire them to want to help right now.  You need to show why you’re the best possible helper for the problem at hand.  And you have to show your audience how their actions will make a difference, not just be a drop in the bucket of a major social problem.

The publisher could have made their survey 2 minutes long and I would have done it if they explained why this was a good investment of my time.  One step in the right direction would have been to put their sweeptakes offer, buried in the email, into the lead.  My alma mater needs to do a heck of a better job explaining why I should help than simply saying their new fiscal year just started.  And that advocacy organization needs to explain why I should care about their latest legal obstacle and how my donation will remove it.  The headline should not tell me to help, it should show me why I should care.

  • Comments   

Fri, August 03 2007

Do you have a “snow in August” message?

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

When I landed at BWI earlier this week, this ad greeted me at baggage claim.  Mind you, it was 90 degrees that day.  And sunny.

BWI

I then asked my eight-year-old daughter what was wrong with the marketing message.  She got it right away:  “Who cares about your car not being snowy in the summer?”

This is an extreme example of the right message in the wrong place at the… wrong time of year.  This message belongs before the road leading to the parking garage, in the winter.

Are you delivering your message when people are in a place, time, or state of mind when they will be likely to act upon it?

Don’t waste paper, money or web pages on the right message in the wrong physical, temporal or mental moment.  The environment surrounding the message (including the weather, in this rather literal case) is as important as the message itself.

  • Comments   

Mon, July 30 2007

The fabulous five carnival!

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

  Last week, I invited savvy bloggers to submit their “top five” lists.  Top five wisecracks, top five wise insights, top five anything—and I offered lavish praise to those creative enough to somehow work into their posts the words “bikini,” “martini” or “Fellini.”

The response was amazing - this is great big, “fabulous five” carnival that I hope you will enjoy.  And if you find this list very long - or are overwhelmed just keeping up with the field - start with Sean of Tactical Philanthropy’s great Top Five Ways to Know Everything about Philanthropy.

MARKETING WISDOM

Marketing Diva Toby not only gets all those juicy keywords in her post (living up to her diva-ness), she also shows fashion sense.  Read what five Internet strategies have gone from the “in” list to the tired, “out” list.  Read on to find out what IS in style.

The Agitator weighs in on five things to worry about if you’re marketing a nonprofit.  Tom asks, “Is your organization indistinguishable from others doing essentially the same thing?”  Very good question.  Very good post.

Nonprofit communicator extraordinaire Kivi scored a “-ini” hat trick AND gives you five very sound pieces of advice for your newsletters.  My favorite Q&A in her list is, “What should be the focus of a nonprofit newsletter?  The audience.”  Yes!

Lois of the great book Beyond Buzz shows us five things musicians can teach us about marketing.  (She also scores a hat trick—hats off to her!)  She’s right about fans vs. sales.  When you serve the fans, you get the sales.  When you serve the donor, get the donations.

Britt has a must-read post on Top Five Things to Ask When Your Nonprofit Wants to Start a Community.  This is required reading for anyone toying with Web 2.0 toys.  As Britt asks, “Why do you want an online community?  If the answer is because everyone else has one. Stop right there. Just because bikinis are in style doesn’t mean everyone should wear one, right?”  Amen.

Nancy of Getting Attention gives you five reasons you should copy this ad’s approach.  Only a wordsmith like Nancy could pull off using the word “martini” and “hospital infection” in the same sentence.  You go, girl!

Getting no marketing love?  Elaine share five ways to win support for your efforts in comments.

Feeling burned out?  Kelly offers five reasons to love being in the nonprofit profession.  (She also has a hat trick.)

FUNDRAISING INSPIRATION

DonorPower blogger Jeff shares a delightful list of Five Secrets to Fundraising Happiness.  There are some gems in this post, especially the first on the list—respect your craft: “If you’re embarrassed to ask for money ... if you think direct mail is tacky and awful ... if you think fundraising is a necessary evil that besmirches your reputation and annoys donors ... well, you aren’t going to be happy. Get right with the profession. Love it. That’s the only way to do great work, and it’s the only path to personal fulfillment in the job.” 

Peter of the MicroPhilanthropy blog shares the Top Five Person-to-Person Fundraising Campaigns by Keyword and… you guessed it, for kicks he searched under “bikini,” “martini,” and… “Speedo.”  A very fun list resulted - as well as a cool tool you can use to search for your cause or keywords in personal fundraising widgets and campaigns.

OTHER TOP FIVES

Because I have a thing for economists (just one, actually, who doesn’t lie but who does have superlative soundbites), I just have to include the Top Five Lies My Economist Told Me in this carnival. 

Adrian of Giving Matters gives us five things that should matter more in our sector.  His call for cultivating trust, cooperating (as opposed to duplicating) and operating with efficiency are right on.

The lovely Yvonne of Lip-Sticking has a really good list of five tips for success in comments here.  I like the first especially: “Just do it. Don’t sit around ’talking’ about it for ten years. Get up out of your chair and do it.”

Beth offers five totally fun Flickr photos with bikinis (I know you’ll click through for that one), martinis and yes, Fellini.  She gets extra credit for this!

Confused about how to make your technology choices?  Wild Apricot weighs in on Five Reasons Why You Need Agile Methodology when it comes to software.  Read on to learn just what that means, it’s interesting!

Finally, Vladamir breaks all the rules with a list of 12, but it’s great so here goes:  12 ways for your nonprofit to use Facebook!

Thanks everyone.  And PLEASE, if you submitted your top five and don’t see it here, let me know.  I had so many entries, it’s possible I accidentally missed one.  I’ll get it up right away if I missed your list.

 

  • Comments   
Page 286 of 320 pages ‹ First  < 284 285 286 287 288 >  Last ›