Marketing is no longer a dirty word for people who want to advance the causes they believe in, from the nonprofit executive to the PTA volunteer.

To make a difference, do-gooders need to sell their causes, and sell them well. Robin Hood Marketing shows how to steal the best marketing practices from the business world, and use them to make a difference– either on a big marketing budget or on a shoestring. Written in an engaging and entertaining style, Robin Hood Marketing outlines ten Robin Hood principles, including: appeal to your audiences' values, not your own; stake a strong competitive stance; and know the elements every message must contain. Every principle is designed to help readers reach and influence their audiences and thereby achieve their missions.

Katya Andresen is vice president of marketing at Network for Good, the Internet's leading charitable giving site. Previously, she applied the Robin Hood principles as a consultant and on staff at dozens of local, national, and international causes in the United States, Eastern Europe, and Africa. She traces her passion for helping good causes to the enormous need she witnessed overseas as a correspondent for Reuters News and Television, Associated Press, and several major U.S. newspapers. She lives in the Washington, D.C., area with two children.

'\"What a great book. I love it.\" The blogger goes on to say how great this book is for marketing ministries. (SamLuce.com,10/19/2007) '

'How do you motivate people to give money, take action, or otherwise advance your worthy cause? The answer is marketing, and whether you\'re a nonprofit executive or a PTA volunteer, Robin Hood Marketing shows you how to sell your mission as successfully as the great marketing minds of corporate America sell their products.

Katya Andresen, a veteran marketer and nonprofit professional, demystifies winning marketing campaigns by reducing them to ten essential rules and provides entertaining examples and simple steps for applying the rules ethically and effectively to good causes of all kinds. The Robin Hood rules steal from the winning formulas for selling socks, cigarettes, and even mattresses, with good advice for appealing to your audiences\' values, not your own; developing a strong, competitive stance; and injecting into every message four key elements that compel people to take notice. Andresen, who is a former journalist, also reveals the best route to courting her former colleagues in the media and getting your message into their reporting.

Whether you have a big marketing budget or none at all, Robin Hood Marketing will help send your message straight as an arrow into people\'s hearts and minds. They\'ll be convinced to act—and your cause will be poised for unprecedented success. '

Praise for "Robin Hood Marketing" <P> "An incredibly compelling and digestible book&#8212; full of practical theories and real-life examples that anyone who either works in the nonprofit world or cares about causes will find absolutely worthwhile."<BR> &#8212; Meg Garlinghouse, director, Yahoo! For Good, Yahoo! Inc. <P> "Andresen's message is clear: It's not about YOU. It's about your supporter. Tap your supporter's wants, hopes, dreams, and desires and you'll move mountains."<BR> &#8212; Scott Case, chairman, Network for Good, cofounder Priceline.com <P> "Robin Hood Marketing should be required reading for anyone trying to raise money, find supporters, or change public policy in the increasingly crowded marketplace of worthy causes. In an era where the number of nonprofits is growing faster than the pool of charitable funding, the stakes couldn't be higher. Those with the strongest messages and the savviest marketing will have the best chance to survive and thrive. Robin Hood Marketing is a great place to start getting your organization on more solid marketing ground."<BR> &#8212; Matthew De Galan, chief development officer, Mercy Corps

'Katya Andresenis 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. '

'Foreword by Kate Roberts.

Acknowledgments.

Introduction: Lost in Sherwood Forest.

Facing the Fact That Marketing Is a Must.

1. The Heart of Robin Hood Marketing.

Focus on Getting People to Do Something Specific.

2. Robin Hood Reconnaissance.

Appeal to Your Audiences’ Values, Not Your Own.

3. The Village Square.

React to the Forces at Work in the Marketplace.

4. All for One and One for All—We Wish.

Stake a Strong Competitive Position.

5. Building a Merry Band.

Partner Around Mutual Benefits.

6. The Heart of the Good Archer’s Arrow.

Put the Case First and the Cause Second.

7. Sharpening the Arrow’s Point.

The Four Things Your Message Must Do.

8. Aiming for Hearts and Minds.

Take Your Message to Where Your Audiences Are.

9. Robin Hood Media Savvy.

Approach the Media as a Target Market.

10. Letting Your Arrow Fly.

Execute Campaigns and Assess Their Worth.

Notes.

The Author. \n

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