# Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes

- Link: https://fundraising.co.uk/books/robin-hood-marketing-stealing-corporate-savvy-sell-just-causes-2/
- Published: 2008-01-18T16:40:00+00:00
- Author: Howard Lake

**Katya Andresen, 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.

## About the author

Katya Andresen is Vice President of Marketing at the charitable giving portal Network
for Good, which was founded by AOL, Yahoo! and Cisco. Before joining Network for
Good, she was Senior Vice President of Sutton Group, a marketing and communications
firm supporting non-profits, government agencies, and foundations working for the
social good. Previously she was a marketing consultant overseas, promoting causes
ranging from civil society in Ukraine to ecotourism in Madagascar. She also worked
for CARE International.

_Fundraising Success Magazine_ named her Fundraising Professional of the Year in
2007.

Katya traces her passion for good causes to the enormous social need she witnessed
as a journalist prior to her work in the non-profit sector. She was a foreign correspondent
for Reuters News and Television in Asia and for Associated Press, the San Francisco
Chronicle and the Dallas Morning News in Africa.

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