"Robin Hood Marketing" hits the target for nonprofits

Katya Andresen of NetworkForGood just published an easy-to-read book for nonprofits that has strong internet implications (though it applies to ALL nonprofit marketing, fundraising and communications). The subtitle is "Stealing Corporate Savvy to Sell Just Causes." If this stuff is so basic, why do nonprofits fail to grasp it?

Gems:

• You don't have to convert them to your cause... just get them to do something you want (give money, sign a petition, change one behavior).
• If you can't visualize your audience doing what you're asking them to do (in an email, letter or full page ad), like writing a check or showing up at a rally, then your marketing message is going to fail.

Read one chapter a night, then change one marketing behavior the next morning. You and your cause will be better for it.

Rick...