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Best Practices in Marketing to Women


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s your nonprofit reaching women and harnessing their power for social change? If your nonprofit is not actively marketing to women and recruiting them, your organization is missing out on major fundraising opportunities. During last week’s webinar The She Spot – Best Practices in Marketing to Women, Lisa Witter co-author of the book The She Spot and Morra Aarons-Mele of Women Online discussed why women are the market for changing the world and how to reach them.

“Women have numerical advantages,” said Witter and Mele. The average profile of a volunteer in the US is a working mother. Surprised? Check out these stats.

* Women give more to nonprofits then men.
* In the last four presidential elections, women voted at higher percentages then men.
* Women are connectors. Women are twice as likely to pass on information about your cause. So if your organization is not connecting with women in your campaigns, your nonprofit is missing out on major word of mouth marketing.
* Women make 83% of consumer purchasing decisions.
* Latina women are 3.5x more likely to respond to direct mail.
* 70% of women say that it’s important for companies to engage in corporate social responsibility and be active in their local community.

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Best Practices in Marketing to Women

  1. 1. <ul><li>Best Practices in Marketing to Women </li></ul>For Audio Call: 1-408-792-6300 Event Number: 665 257 208 Presented By: Lisa Witter, Fenton Communications, Morra Aarons-Mele, Women Online, and Michelle Coyle, Care2 February 25, 2010
  2. 2. Using WebEx <ul><li>Chat & raise hand </li></ul><ul><li>If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 665 257 208 </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>WebEx Support: 1-866-229-3239 </li></ul>For Audio: 1-408-792-6300 Event Number: 665 257 208
  3. 3. This Webinar is being Recorded <ul><li>The webinar will be available on the Frogloop blog at </li></ul><ul><li>You will receive a link to this presentation following the webinar. </li></ul><ul><li>Tweeting the webinar? Use the Twitter hashtag: #Care2 </li></ul>For Audio: 1-408-792-6300 Event Number: 665 257 208
  4. 4. For Audio: 1-408-792-6300 Event Number: 665 257 208 <ul><li>Nonprofits use Care2 for: </li></ul><ul><li>Online Advocacy </li></ul><ul><li>Email list growth </li></ul><ul><li>Donor lead acquisition </li></ul><ul><li>Driving traffic to website </li></ul><ul><li>Advertising and branding </li></ul><ul><li>Surveys and research </li></ul><ul><li>Education and outreach </li></ul>What is Care2? <ul><li>Citizens use Care2 for: </li></ul><ul><li>Starting or signing petitions </li></ul><ul><li>Volunteering </li></ul><ul><li>Donating $ </li></ul><ul><li>Spreading news </li></ul><ul><li>Commenting on blogs </li></ul><ul><li>Starting groups (organizing) </li></ul><ul><li>Joining nonprofits </li></ul><ul><li>The largest online community of people “making a difference” </li></ul><ul><li>11 million “do-gooders” </li></ul>
  5. 5. Lisa Witter Fenton Communications For Audio: 1-408-792-6300 Event Number: 665 257 208
  6. 6. Me
  7. 7.
  8. 8. Women are the market for changing the world Vote Volunteer Give Connect
  9. 9.
  10. 10. Understanding The She Spot
  11. 11. Mars vs. Venus <ul><li>What’s different: brain structure, chemistry, hormones, socialization. </li></ul><ul><li>You can acknowledge gender differences and still fight for gender equality. </li></ul><ul><li>Colorblindness can be dangerous. Same goes for gender-blindness. </li></ul>
  12. 12. Mars MEN “ Survival of the fittest” Rights Morality is: Self-oriented pecking order Self-oriented: “me” Power is: Domination and aggression Person I’d most like to be: Practical, assertive, competitive Life is: “ a contest to preserve independence and avoid failure”
  13. 13. Venus WOMEN “ It takes a village” Responsibility Morality is: Taking care of others, Harmonious coop People-oriented: “we” Power is: Force that creates relationships Person I’d most like to be: Loving, generous, sympathetic Life is: “ a community, a struggle to preserve intimacy and avoid isolation”
  14. 14. Activating The She Spot
  15. 15. What Women Want: 4C’s <ul><li>C are </li></ul><ul><li>C onnect </li></ul><ul><li>C ontrol </li></ul><ul><li>C ultivate </li></ul>
  16. 16. Care <ul><li>Put a face on your organization. </li></ul><ul><li>Keep it simple – and real. </li></ul><ul><li>Tell real-life stories. </li></ul><ul><li>Don’t leave out the details. </li></ul><ul><li>Appeal to people’s sense of group affiliation. </li></ul><ul><li>Use humor. </li></ul>
  17. 18. Control <ul><li>“ I think I can” vs “Sky is falling” messaging </li></ul><ul><li>Two-for-one </li></ul><ul><li>Meet her where busy women are at and make it easy </li></ul><ul><li>Assurance that they can have impact </li></ul>
  18. 20. Cultivate <ul><li>Think long-term </li></ul><ul><li>Don’t just ask for money </li></ul><ul><li>Show where the money goes </li></ul><ul><li>Leverage third-party validators </li></ul><ul><li>Demonstrate your impact </li></ul><ul><li>Make her feel part of a group effort/movement </li></ul>
  19. 21. Connect <ul><li>Women value community and connection </li></ul><ul><li>- Connect people by harnessing their collective creativity </li></ul><ul><li>- Connect women with each other </li></ul><ul><li>When you connect women to each other, you strengthen your brand </li></ul>
  20. 22. Get Men Too <ul><li>Men have an “on/off” switch – women have a “longer-list principle” </li></ul><ul><li>Bottom line: meet women’s higher threshold and you’ll exceed men’s expectations </li></ul><ul><li>It’s inclusive marketing… </li></ul>
  21. 23. Not All Women Are Alike
  22. 24. Lifecycle Marketing
  23. 25. Single Women <ul><li>Speak to financial concerns </li></ul><ul><li>Acknowledge her strength and independence vs. vulnerability </li></ul><ul><li>Evoke opportunity </li></ul><ul><li>Don’t fall into the “Sex and The City” </li></ul>
  24. 26. Mothers <ul><li>Value relationships, because she does </li></ul><ul><li>Save her time </li></ul><ul><li>Motivate her by invoking her power, not her guilt </li></ul><ul><li>When appropriate, don’t overdo the “mom thing” </li></ul><ul><li>Connect with her through her kids </li></ul>
  25. 27. Boomer Women <ul><li>Community matters </li></ul><ul><li>Act II - Expertise </li></ul><ul><li>Sandwich Generation </li></ul><ul><li>Personal Growth </li></ul>
  26. 28. Women of Color <ul><li>Be mindful of cultural differences </li></ul><ul><li>Use competent – and culturally competent – translators </li></ul><ul><li>The messenger is as important as the message </li></ul><ul><li>Use the community as a resource </li></ul><ul><li>When in doubt, consult the experts </li></ul>
  27. 29. Women of Color Latina: 3.5 times more likely to respond to a direct mail solicitation than other ethnic groups Asian American: 70 percent are online daily and make purchases online more than any other ethnic group African American: 1 in 4 belong to a church ad more likely to notice outdoor advertising
  28. 30. Where to Activate The She Spot
  29. 31. News Media <ul><li>Morning News </li></ul><ul><li>Nightly News </li></ul><ul><li>Local News </li></ul><ul><li>Network News Magazines </li></ul>
  30. 32. Online There is no gender gap in the use of the technology. Women are emailing and surfing the web as much as men. We’re not being left behind. The connected age is the age for women in social change. It levels the playing field for us to have an enormous impact on what issues are talked about. Mobile games Videos Social Networking Blogging
  31. 33. Morra Aarons-Mele, Women Online For Audio: 1-408-792-6300 Event Number: 665 257 208
  32. 34. Adapted from Forrester, The Groundswell, 2008
  33. 35. Look at Facebook Stats <ul><li>Women with children at home are more likely to use social networks than the average adult. 50.2 percent of adults 18 and over use Facebook, while 60.3 percent of moms with children at home use the social network. </li></ul><ul><li>Women over 55 is the fastest growing FB segment, up 175.3 percent in the last three months. </li></ul>Retail Advertising & Marketing Association survey 2009
  34. 36. Six tenets (apologies to Scoble/Israel) <ul><li>Publishable: the consumer has the ability and freedom to publish their voice. They are the “former audience.” </li></ul><ul><li>Conversational/social: a two-way method of creating and sustaining a dialogue </li></ul><ul><li>Findable: blogs indexed in search engines, LinkedIn profiles usually public </li></ul><ul><li>Viral/Shareable: making things shareworthy; information that is spread through multiple sites </li></ul><ul><li>Instant and Syndicatable: RSS, disruptive technology </li></ul><ul><li>Linkable: the ability to link to others online: bloggers, tweets, videos, photos </li></ul>We the Media, Naked Conversations
  35. 37. The role of experts and information gatekeepers such as teachers and doctors is radically altered ….as empowered amateurs and dissidents find new ways to raise their voices and challenge authority. Some 35% of American adult internet users and 57% of teenage internet users have made a creative contribution to the online commons. Lee Rainie, Pew Internet Project, 2006
  36. 38. “ I want them to talk about X, but they want to talk about Y.” “ I want them to talk about X, but they want to talk about Y.”
  37. 39. Listen and Ask <ul><li>User engagement on social networks is often associated with deals, contests and promotions, however, recent data found online users with more than 500 social connections were less interested, on average, in deals. </li></ul><ul><li>Forty-eight percent of these highly connected individuals said their reason for following or friending a company was to learn about things like company culture, environmental responsibility and workers’ policies. </li></ul>MarketingSherpa and Survey Sampling in December 2009
  38. 40. Title Here <ul><li>Subhead Here </li></ul><ul><ul><li>Bullet point </li></ul></ul><ul><ul><li>Bullet Point </li></ul></ul>For Audio: 1-408-792-6300 Event Number: 665 257 208
  39. 41. Even with the best intentions… <ul><li>A friend of mine who blogs said this after a typical outreach that asked her if she'd “host a button of support” on her blog: </li></ul><ul><li>“ I think this captures SO well how most non-profits fail to really connect with supporters. They keep reaching out to me to &quot;help&quot; by doing things like putting buttons on websites, etc., but are failing to see that there's more they could be doing  -- sort of like people online aren't real ---???” </li></ul>
  40. 42. WHO are your women? <ul><li>@nerdette Dear Emily's List, Candice Bergen &references to Murphy Brown won't get me to open my checkbook. It's 2010. Love, me. #p2 #fem2 </li></ul>
  41. 43.
  42. 44. And, who do they hang out with online?
  43. 46. Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  44. 47. “ What color is yours?” ; ; “ We think it’s terrific,” said Andrea Rader, a spokesman for Susan G. Komen For the Cure, an organization that raises funds for breast cancer research. “It’s a terrific example of how little things get started on the Internet and go a long way to raise cancer awareness.” The Facebook fan base for Susan G. Komen For the Cure “exploded” from 135 to 135,000 “ The American Cancer Society, likewise, saw a bump in interest about breast cancer, but was slightly more defensive about the bra color postings. &quot;We are not behind it,&quot; said spokesperson Andrew Becker. &quot;And the reason I say that up front is that there was a news outlet in India that was saying we had something to do with it.&quot;
  45. 48. Action vs. Awareness <ul><li>31,000 views in 2 days </li></ul>
  46. 49. Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859 What Should Komen and ACS have done? What would your organization have done?
  47. 50. Using the Web and Social Media for Advocacy: Nuts, Bolts, and Strategies for Success For Audio: 1-408-792-6300 Event Number: 661 095 859
  48. 51.
  49. 52.
  50. 54. [email_address]