If you read The She Spot you know of our admiration for Stonyfield Farms and their smarts around marketing to women. Gary Hirshberg, their CE-Yo, gets the need to be real with their customers.

This morning I reached into the refrigerator for my morning dose of organic Stonyfield yogurt. Lately, I’ve been addicted to their new “greek” yogurt product “Oikos” so I hadn’t noticed that Stonyfield had switched packaging on their other yogurts. As I picked up the new container (full-fat vanilla with cream on the top) I noticed a beautiful picture of green pastures, happy cows and a beautiful Vermont landscape with a note stating it was a photo a family farm from Waybury, VT.

Inside, on the top protective seal, I read “GET REAL: Why the new look? With all the artificial ingredients around, we thought we’d show you just how real our food is. The front of this new cup shows a real family farm that supplies us with organic milk…”

Brilliant, this is exactly what women want…the real deal.

Is your NGO using real photos with real people? Are you posting testimonials about your impact from third-parties? If not, you should be. It’s what women want.

P.S. If you haven’t yet, check-out Gary’s book Stirring it Up: How Make Money and Save the World. It’s a great inspiring read about how you can be a “good” business.