Robin Hood Marketing Stealing Corporate Savvy To Sell Just Causes An
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.
Katya Andresen is Vice President of Marketing at the charitablegiving portal Network for Good, which was founded by AOL, Yahoo!and Cisco. Before joining Network for Good, she was Senior VicePresident of Sutton Group, a marketing and communications firmsupporting non-profits, government agencies, and foundationsworking for the social good. Previously she was a marketingconsultant overseas, promoting causes ranging from civil society inUkraine to ecotourism in Madagascar.