I recently read an excerpt from Katya Andresen's new book Robin Hood Marketing. In this excerpt, Andresen discusses the challenge of working within an audience's mental framework or schema. She explains that our audiences strengthen their wants and values by processing new information within these schemas. In order for nonprofit marketers to engage these people, we shouldn't focus on changing the audiences' values, but working within their schemas. She goes further by suggesting that we develop ways for our audiences to get what they want through our nonprofit organizations. Andresen uses several examples, such as the highly successful American Legacy Foundation's anti-smoking campaign, that provide strong evidence for her thoughts.
I enjoyed reading this excerpt and thought that the examples given were current, relevant and persuasive. Give this article a read and let me know what you think. How do Andresen's ideas play out in your nonprofit or how could they help your nonprofit with a current or future marketing initiative?
