Did you know that:
• women control two-thirds of all wealth in the U.S?
• women make 80% of all household purchasing decisions?
• women donate to twice as many to charities as men do?
If your nonprofit is not actively marketing to women and recruiting them, your organization is missing out on major fundraising opportunities.
Join (http://bit.ly/czYQjG ) Fenton’s Lisa Witter, c0-author with Lisa Chen of The She Spot, and Morra Aarons-Mele of Women Online for a free, 1-hour webinar on Thursday, February 25th on best practices for recruiting and retaining women donors.
The moderator will be Michelle Coyle, Director of Nonprofit Services for Care2, the 12 million member social network of (mostly women) “do-gooders” used successfully by hundreds of nonprofit organizations to recruit loyal donors and advocacy supporters.
The She Spot: Best Practices in Marketing to Women ( http://bit.ly/czYQjG )
Thursday, February 25th, 2010…
- Posted by Lisa Witter
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We just had to share this fantastic donor appeal letter by Andrew Marx, the communications director for Partners in Health, which has been working on the ground in Haiti for the more than 20 years (and is also a Fenton client).
The letter is textbook when it comes to connecting with women. Two reasons:
1. It highlights the positive. When you’re dealing with devastation of this scale, it can be difficult to talk about anything other than NEED. But the emotional core of Andrew’s letter – and why it compels you to cut that check – is when he describes how PIH’s partner, Zanmi Lasante, swiftly takes command of the situation – a powerful value for women:
Within 45 minutes, they had erected a large tent, filled most of it with tables and chairs for 20 consulting stations, created and stocked a small pharmacy and lab, and established…
- Posted by Lisa Chen
- Comments
The old soda wars used to involve the “man on the street” blind taste test ads. Today, Pepsi is seizing the social media moment and engaging the public to do good. Since women make 80% of the consumer decisions, are the majority of socially responsible consumers and lead the use of social media it seems that Pepsi is targeting the woman consumer.
Their new campaign “be sociable, have a Pepsi” speaks right to the heart of what women want – a company:
1. with a social conscious that does good;
2. that taps people’s collective creativity; and
3. that connects people to each other.
You can see the campaign at: refresheverything.com.
Stuart Elliot, in today’s New York Times, covers the Pepsi push: ”Pepsi-Cola is formally introducing on Monday an ambitious campaign named the Pepsi Refresh Project, aimed at doing well by doing good. The brand…
- Posted by Lisa Witter
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Lisa Witter will be featured at a special event on January 28th at Rutgers School of Social Work in New Brunswick, NJ. The book signing and lecture, sponsored by the Center for Nonprofit Management and Governance, will focus on the increasingly prominent role of women in the giving sector, and how nonprofit and advocacy organizations can target and effectively reach this growing population through outreach and marketing efforts.
- Posted by Lisa Witter
- Comments
Lisa and I meet regularly with many nonprofits who tell us that increasing the number of 20-something donors — the next generation of philanthropists — is a major priority.
But how to reach them? A report by Radar Research and PopSugar Media that delves into the influence and consumer habits of Gen Y women sheds some light.
Many of the findings reinforce other research we’ve seen on why women are the #1 target audience, whether you’re selling a product or promoting a cause. Once Gen Y women believe in a brand, for example, 61% report they “share it with as many friends as possible.”
Gen Y women are also big on authenticity. They’re less likely be persuade by celebrities and “experts” and more inclined to trust friends, families, bloggers and others within their networked community (this may include tweeters they’ve never met) to be more unbiased and honest….
- Posted by Lisa Chen
- 1 Comment
Forget “Supermom.” Meet the “Real Mom.” That’s the message behind a recent white paper by Advertising Age and ad giant JWT.
According to authors Marissa Miley and Ann Make, today’s younger generation of Real Moms (Gen Xers and millennials) are similar to their have-it-all Super Mom predecessors insofar as they’re just as busy in their roles as “chief operating officer of the home.” The difference is, they’re more realistic about the push-and-pull dynamic of their multi-tasking lives and less beholden to perfection. Call it the New Pragmatism.
While the paper, which is based on a survey of 870 men and women, is ostensibly geared to consumer marketing, it has important insights for cause-driven communicators, too. Take, for example, these findings into What Real Moms Want:
Put family first: In today’s overscheduled world, Real Moms feel responsibility to create family time. Next time you want a mom to give…
- Posted by Lisa Chen
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About this blog
Lisa Chen and Lisa Witter
are the authors of The She Spot: Why Women are the Market for Changing the World and How to
Reach Them. They are also both
senior strategists at Fenton Communications, the nation’s largest public
interest communications firm. [