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AFP Conf_Ft. Lauderdale
1.
Stacie Mann Robin
Hood Marketing
2.
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.
The right way
to answer
7.
The kitchen sink
is not the answer.
8.
The Answer Is:
Looking at the world from the point of view of our audience rather than our own.
9.
10.
11.
My Story Homepage
in 2004
12.
13.
Message is convenience
Homepage in 2007
14.
15.
Why me?
16.
17.
18.
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
19.
20.
How CRAM Works
C RA M
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
Failure to CRAM
31.
32.
33.
34.
Reward: The Reason
to Take Action
35.
What for… through
the donor’s eyes
36.
37.
ACTION: What we
want
38.
39.
What did he
ask us to do?
40.
41.
42.
43.
44.
45.
When do people
care about this?
46.
Cost of chicken
suit:$125
47.
One chicken donate
now button: $30/month
48.
49.
Choose the right
messenger
50.
51.
Donor as Messenger
52.
53.
Growth of Online
Giving
54.
User-generated content
55.
Celebrity-obsessed
56.
57.
58.
59.
60.
61.
62.
Robin’s Story
63.
Tools to fundraise
where they are online
64.
Build one for
your organization
65.
66.
Q&A
67.
68.
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