The She Spot was featured earlier this week on Frogloop, Care2.com’s nonprofit marketing blog as part of two-part series on marketing causes to women.

The author, Jocelyn Harmon, Director of NonProfit Services at Care2.com, riffs on a radio spot she hears  featuring Smart Cookies, five women who got their finances in gear thanks to American Express:

“Call American Express self-serving.  Call them insincere.  But also call them smart.  By fueling a full-scale marketing campaign with women, for women, Amex is transforming a traditionally male-focused industry – financial services – into an accessible arena for women. And they’re likely to see their profits increase from connecting with one of the biggest consumer markets in the U.S. – women.”

Nonprofits need to learn to do the same, Jocelyn points out, along with some eye-opening stats and best practices from The She Spot and Marti Barletta’s 

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Brooklyn recently kicked off the eighth year of its annual “Take Your Man to The Doctor” health care campaign. Brooklynites were urged to get the men in their life, a third of whom don’t have a personal physician, to make an appointment for an annual check-up.

While the campaign didn’t target women explicitly, it did tap into two truths: One, men generally hate going to the doctor. Two, when it comes to health matters, women are usually the ones driving the train forward, whether it’s for themselves or their loved ones.

In fact, women make more than 80 percent of all health-related decisions. That goes for what kind of cold medicine to buy to determining whether a doctor’s visit in is order. What this means for health-related nonprofit organizations, foundations and social marketing campaigns  is the subject of Fenton’s forthcoming guide: “She Decides: The Secret to Effective Health Campaigns.”…

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Have you seen the promos for the “Shine the Light” contest by American Express and NBC Universal?

The campaign, which invited the public to nominate and vote for the “small business story that most inspires them,” wrapped today with the announcement of the winner: Sacred Wind Communications, a telecommunications outfit based in Albuquerque that is working to wire Navajo lands with telephone and Internet access. The company will receive with $100,000 in grant and marketing support.

“Shine the Light” is a great example of a campaign that was not overtly marketed to women as the target audience, but nonetheless capitalized on a number of marketing principles and tactics that appeal to them:

1. You decide: The entire contest was driven by public input, from nominations to voting for the winner – the principle of putting women in CONTROL in action.

2. iVillage: This women-oriented online entity, which NBC…

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This year the Women in Communications association celebrates 100 years! I’ll be keynoting the conference today in my hometown of Seattle.

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One bit of information I’ll be sharing (in the spirit of storytelling) is that my parents first new I was going to do something with communications when I would purposely get lost in grocery stores so I could say my name on the loud speaker to find my parents.

How did you first know you were interested in communications?

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Social Media Consultant, Britt Bravo,  has posted an interview with me about The She Spot.

Check it out:

http://bit.ly/2jiqoF (transcript)

http://bit.ly/5TVBt (podcast)

Recently I came across the AFL-CIO: America’s Union Movement’s Web site. I noticed that they featured a “real” woman,  Joan Borts, on their Web site in a campaign they call: “Heart of the Movement.”  Check it out below. It’s good modeling of what women look for – real people that they can connect with.

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bookAbout this blog

What’s a Shespotter? It’s someone who gets that women vote, give, volunteer, spread the word and make more buying decisions than men do, which makes them the number #1 target audience if you’re working for change. We started this blog to continue the conversation we began in our book, The She Spot: Why Women are the Market for Changing the World and How to Reach Them.... [more]

About the bloggers

Lisa Chen & Lisa Witter 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. [Read more about them here]

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