1. Stacie Mann Robin Hood Marketing

3. First point of orientation: Marketing is about looking at the world from the point of view of our audience rather than our own.

4. The Mission Megaphone

5. You are not the target audience!

6. Second point of orientation: Marketing should compel action. Give email address to your organization Sign up online for monthly giving 40-year-old soccer mom Volunteer time to recruit others to our cuase 25-year-old activist WHAT WE WANT FROM THEM (What actions do we want them to take) WHO

8. My Story Homepage in 2004

10. Message is convenience Homepage in 2007

15. Finding the Marketing Sweet Spot Your Org Is Good at It Important to Partner/Audience No One Else Does It/UVP Sources: BBMG and Jim Collins, Good to Great, Hedgehog Concept

17. How CRAM Works C RA M

19. Focusing on audience values

28. Failure to CRAM

30. ACTION: What we want

32. What did he ask us to do?

37. Address people in open-minded moments

38. When do people care about this?

39. Cost of chicken suit:$125

40. One chicken donate now button: $30/month

44. Choose the right messenger

45. Millions of passionate constituencies

47. Donor as Messenger

49. Growth of Online Giving

50. User-generated content

51. Celebrity-obsessed

58. Robin’s Story

59. Tools to fundraise where they are online

60. Build one for your organization

63. Q&A