Meet Our Advisors: Katya Andresen
Through the end of the year, we’ll be running a “Meet Our Advisors” feature as a way to introduce readers to the members of our Editorial Advisory Board.
This week, meet Katya Andresen, vice president of marketing for Network for Good , a charitable giving portal that aims to make it simple and affordable for nonprofits to recruit donors and volunteers via the Internet. Andresen develops and executes NFG’s marketing strategy, including consumer outreach, media relations, corporate partnerships and nonprofit marketing.
Grew up in: Chapel Hill, N.C.
Education: “At Haverford College in Pennsylvania, I studied history, including practical courses such as Women in Medieval Europe. Actually, I thoroughly believe in the merits of a liberal arts education. I learned to read carefully, write thoughtfully, think analytically and express a point of view.”
Professional background: “I’ve gone back and forth between the worlds of journalism and nonprofit marketing two times on four continents. The truth is I have a short attention span, but at least it’s had the happy side effect of making me well-rounded.”
Heroes/role models: “Great journalists like Edward R. Murrow and Eric Sevareid, and determined change-makers like Michelle Rhee (chancellor of the District of Columbia Public Schools system).”
Favorite quote: “[Nike’s] ‘Just Do It.’ It’s one of the best-ever marketing slogans and a good life philosophy. I feel that life is too short for complaining, making excuses or dillydallying when there are important ways to make a difference right now.”
Best advice you’ve ever received: “Listen. Try to listen attentively to everyone. It makes all the difference in life, relationships and even marketing.”
What is Network for Good: “We’re a nonprofit that helps other nonprofits raise money. We make it simple and affordable for all nonprofits, of any size, to recruit donors and volunteers via the Internet.”
How do you see social networking working for nonprofit organizations and their fundraising efforts: “Social networking is simply the phenomenon of people online connecting to others. So think of your social-media strategy not as a tool set, but rather a conduit to living beings who want to engage. If you are in a position to do that as an organization, then it is worth your time to experiment. If you’re not doing that now in your conventional outreach, then think twice. You need a genuine urge and ability to start a conversation with supporters in order to succeed.”
Best advice you can give fundraisers: “Think of the donor’s interests above your needs. It transforms your relationship with your supporters.”
What are your own personal favorite charities: “I’m a fan of Population Services International because they have used marketing so effectively to stop the spread of HIV, to stop cholera and to do many other worthy things for others.”
Describe yourself in three words: “Writer, mother, marketer.”