Archive for February, 2010
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…
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…
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…
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. [