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A guide for nonprofits and social change organizations on how to tap the potential of the female market and why it helps.
The secret to changing the world is hidden in plain sight. In fact, it s half the population. Women vote more, volunteer more, and give to more charities than men do. They control over half of the total wealth in America. Corporations have long recognized the growing power of women and have been targeting them for years. The She Spot is a practical and provocative primer showing how nonprofits and social change organizations can do it too.
Lisa Witter and Lisa Chen cite eye-opening research that reveals some surprising facts: women are less likely to trust politicians and politics as usual; African American women donate a larger percentage of their income to nonprofits than white women but get asked to give a lot less often; and in one poll only seven percent of women identified protecting reproductive choice, supposedly the women s issue, as atop priority for Congress. Building on insights like these, they identify and describe four core principles care, control, connect, and cultivate for designing messages that will resonate with women of all ages and backgrounds. And using case histories from companies like Home Depot, T-Mobile, and Kellogg s as well as nonprofits like MoveOn.org, the American Lung Association, and the Environmental Defense Fund, they explain precisely how to put these four principles into practice.
This book makes the case that simply painting your marketing campaign pink and calling it a day will miss the mark with most women. Witter and Chen show that connecting with women can help you connect with men too think both/and, not either/or. You ll raise more money and recruit more supporters for your cause. In the end, those who hit the She Spot claim the power to create a better, brighter world for all of us.
Smart, engaging, and eminently useful, The She Spot puts its finger on how to score with the key drivers of social change: women. Arianna Huffington
The authors present their material efficiently and engagingly, tackling the motivation both social and neurological behind women s contributions and interest, and the methods to appeal to them, from news media to online. Bolstered with helpful chapter takeaway lists and concrete examples of companies that have successfully reached the female audience, Witter and Chen have crafted a thoughtful, helpful guide to nonprofit marketers. Publishers Weekly
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
The secret to changing the world is hidden in plain sight. In fact, it s half the population. Women vote more, volunteer more, and give to more charities than men do. They control over half of the total wealth in America. Corporations have long recognized the growing power of women and have been targeting them for years. The She Spot is a practical and provocative primer showing how nonprofits and social change organizations can do it too.
Lisa Witter and Lisa Chen cite eye-opening research that reveals some surprising facts: women are less likely to trust politicians and politics as usual; African American women donate a larger percentage of their income to nonprofits than white women but get asked to give a lot less often; and in one poll only seven percent of women identified protecting reproductive choice, supposedly the women s issue, as atop priority for Congress. Building on insights like these, they identify and describe four core principles care, control, connect, and cultivate for designing messages that will resonate with women of all ages and backgrounds. And using case histories from companies like Home Depot, T-Mobile, and Kellogg s as well as nonprofits like MoveOn.org, the American Lung Association, and the Environmental Defense Fund, they explain precisely how to put these four principles into practice.
This book makes the case that simply painting your marketing campaign pink and calling it a day will miss the mark with most women. Witter and Chen show that connecting with women can help you connect with men too think both/and, not either/or. You ll raise more money and recruit more supporters for your cause. In the end, those who hit the She Spot claim the power to create a better, brighter world for all of us.
Smart, engaging, and eminently useful, The She Spot puts its finger on how to score with the key drivers of social change: women. Arianna Huffington
The authors present their material efficiently and engagingly, tackling the motivation both social and neurological behind women s contributions and interest, and the methods to appeal to them, from news media to online. Bolstered with helpful chapter takeaway lists and concrete examples of companies that have successfully reached the female audience, Witter and Chen have crafted a thoughtful, helpful guide to nonprofit marketers. Publishers Weekly
Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
The principles of Marketing to Women are as true for social change as they are for products and brands. I applaud the Lisas Witter and Chen for applying them to such a good cause. Women are always striving to improve the world, and their book lays out the case convincingly.
Marti Barletta, Founder, the TrendSight Group, and author of Marketing to Women and PrimeTime Women
Finally, the book I ve been waiting for that connects the dots between the research on what women want and actionable ways to reach them. I recommend it to any nonprofit or political candidate who wants to tap into the women s vote and their power as donors and activists.
Celinda Lake, President, Lake Research Partners, and coauthor of What Women Really Want: How American Women Are Quietly Erasing Political, Racial, Class, and Religious Lines to Change the Way We Live
If you re in the business of social change, you need the information in The She Spot. Transforming the world can only happen if you under- stand what this book has to say about what women value, how they operate, and how important they are to making change happen.
Barbara A. Brenner, Executive Director, Breast Cancer Action
The She Spot proves that women are at the forefront of power and change and shows executives of all types how to reach them. Finally, concrete steps to better tapping women s potential.
Ilana Goldman, President, Women s Campaign Forum
I am buying a copy for everyone I have ever worked with! The authors prove that marketing to women is so much more than turning every- thing pink, and most importantly, The She Spot tells you how.
Morra Aarons-Mele, blogger and Political Director, BlogHer.com
Want to connect with the rising tide of world-changing women? Ditch the pink logos, petunias, and pandering. Let this book show you how to supercharge your campaign, company, or community with powerful stories, open and insightful conversation, and opportunities for action that actually fit the way smart women live in the 21st century.
Alex Steffen, Executive Editor, WorldChanging.com
This book taps into a truth that labor organizers learn in the shops: women don t just hope and wait for change, they fight for it. When motivated and mobilized, women do change the world, and this book gives us the tools to make it happen.
Amanda Cooper, Director of Communications, UNITE HERE!
Add women, change everything. That s The White House Project s prescription for transformation. The change we seek so passionately can only be delivered by adding our nation s most untapped natural resource. The She Spot is spot on about how we get there.
Marie Wilson, President, The White House Project, and author of Closing the Leadership Gap: Add Women, Change Everything
By claiming they are the audience, The She Spot is the book that gives women the opportunity to claim their space as key agents of social change. In return, this is a must read for those who want to change the world and believe that the road to success is making sure women are at the table and active.
Christine Grumm, President and CEO, Women s Funding Network
This book is a brilliant no-brainer that unlocks a treasure chest of fascinating insights. It s sure to generate an aha moment for save-the- worlders everywhere.
Ricken Patel, Executive Director, Avaaz.org
Marti Barletta, Founder, the TrendSight Group, and author of Marketing to Women and PrimeTime Women
Finally, the book I ve been waiting for that connects the dots between the research on what women want and actionable ways to reach them. I recommend it to any nonprofit or political candidate who wants to tap into the women s vote and their power as donors and activists.
Celinda Lake, President, Lake Research Partners, and coauthor of What Women Really Want: How American Women Are Quietly Erasing Political, Racial, Class, and Religious Lines to Change the Way We Live
If you re in the business of social change, you need the information in The She Spot. Transforming the world can only happen if you under- stand what this book has to say about what women value, how they operate, and how important they are to making change happen.
Barbara A. Brenner, Executive Director, Breast Cancer Action
The She Spot proves that women are at the forefront of power and change and shows executives of all types how to reach them. Finally, concrete steps to better tapping women s potential.
Ilana Goldman, President, Women s Campaign Forum
I am buying a copy for everyone I have ever worked with! The authors prove that marketing to women is so much more than turning every- thing pink, and most importantly, The She Spot tells you how.
Morra Aarons-Mele, blogger and Political Director, BlogHer.com
Want to connect with the rising tide of world-changing women? Ditch the pink logos, petunias, and pandering. Let this book show you how to supercharge your campaign, company, or community with powerful stories, open and insightful conversation, and opportunities for action that actually fit the way smart women live in the 21st century.
Alex Steffen, Executive Editor, WorldChanging.com
This book taps into a truth that labor organizers learn in the shops: women don t just hope and wait for change, they fight for it. When motivated and mobilized, women do change the world, and this book gives us the tools to make it happen.
Amanda Cooper, Director of Communications, UNITE HERE!
Add women, change everything. That s The White House Project s prescription for transformation. The change we seek so passionately can only be delivered by adding our nation s most untapped natural resource. The She Spot is spot on about how we get there.
Marie Wilson, President, The White House Project, and author of Closing the Leadership Gap: Add Women, Change Everything
By claiming they are the audience, The She Spot is the book that gives women the opportunity to claim their space as key agents of social change. In return, this is a must read for those who want to change the world and believe that the road to success is making sure women are at the table and active.
Christine Grumm, President and CEO, Women s Funding Network
This book is a brilliant no-brainer that unlocks a treasure chest of fascinating insights. It s sure to generate an aha moment for save-the- worlders everywhere.
Ricken Patel, Executive Director, Avaaz.org