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Rise of the SheConomy: Building a Base of Women Donors and Advocates  Allyson Kapin, Rad Campaign,  Jocelyn Harmon, Networ...
There is no “women’s market”; there’s  your  women’s market!  Reaching diverse stakeholders should be a part of your brand...
Women Rule…….
Women Rule……. Women-headed households are more likely to give to charity than male-headed households.
Women Give More Than Men <ul><li>According to Women Give 2010, a study by the Women’s Philanthropy Institute, women give m...
Women control 51.3% of wealth
Women Also……. <ul><li>make 85% of household purchasing decisions. </li></ul><ul><li>typically give more and twice as much ...
Does Your Organization Have a Plan to Cultivate Women Donors and Advocates?
Five Strategies to Connect with Women Now!
1. Develop a Game Plan <ul><li>Reaching out to women should </li></ul><ul><li>never be an after thought. Plan  </li></ul><...
2. Every Woman is Different. Don’t Pigeonhole Them.  Dell’s Della's &quot;tech tips&quot; section offered seven  &quot;une...
3. Flatter Women. Don’t Offend Them! Women hate to be stereotyped. The worst thing that you  can do to women is offend the...
4. Value Women’s Opinions Thinking of launching a new campaign? Tweaking an old one? Ask your audience of women for their ...
5. Embrace Commitment Women value ongoing personal connections with organizations. Don’t embrace them one day, and forget ...
How to Hit the She Spot* <ul><li>Care </li></ul><ul><li>Connect </li></ul><ul><li>Cultivate </li></ul><ul><li>Control </li...
Care <ul><li>Women are hardwired to CARE.  Appeal to their hearts first and then their heads. </li></ul>
Connect  <ul><li>Connect women to your organization and each other through community. </li></ul>
Cultivate <ul><li>Women take longer than men to cultivate but they are worth it! </li></ul>
Control <ul><li>Help her make her busy life easier.  Put her in control. </li></ul>
I am powerful!
Connect with Us! <ul><li>Allyson Kapin </li></ul><ul><li>[email_address] </li></ul><ul><li>@womenwhotech and @radcampaign....
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Rise of the SheConomy: Building a Base of Women Donors and Advocates

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If your nonprofit doesn’t have a solid outreach strategy to cultivate women donors and activists, your organization is missing out on huge opportunities to grow your advocacy and donor base. Why? Women account for 85% of all consumer purchases including everything from autos to health care to donating money to charity. In fact, women make contributions to twice as many charitable organizations as men do. Women also bring in half or more of the income in 55 percent of U.S. households. And Women ages 50 and older control a net worth of $19 trillion and own more than three-fourths of the nation’s financial wealth. Need more reasons to cultivate women? Women also volunteer much more than men do. Thirty-two percent of women, compared to just 25 percent of men, volunteer across every state, age group and education level. Join Allyson Kapin, Founding Partner of Rad Campaign and Women Who Tech, Jocelyn Harmon of Care2 and Wendy Harman of the American Red Cross for this exciting panel. During the session these seasoned marketers and nonprofit campaigners will give you the low down on:

· how powerful and important women are to the vitality of nonprofits including hard data that you can take back to the office and share with others.

· how to reach women across multiple channels ranging from direct mail to social media

· how to plan a multi-channel campaign to successfully reach women.

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Rise of the SheConomy: Building a Base of Women Donors and Advocates

  1. 1. Rise of the SheConomy: Building a Base of Women Donors and Advocates Allyson Kapin, Rad Campaign, Jocelyn Harmon, Network for Good, Wendy Harman, American Red Cross
  2. 2. There is no “women’s market”; there’s your women’s market! Reaching diverse stakeholders should be a part of your brand not a separate brand!
  3. 3. Women Rule…….
  4. 4. Women Rule……. Women-headed households are more likely to give to charity than male-headed households.
  5. 5. Women Give More Than Men <ul><li>According to Women Give 2010, a study by the Women’s Philanthropy Institute, women give more than men AT EVERY INCOME LEVEL but one. </li></ul>
  6. 6. Women control 51.3% of wealth
  7. 7. Women Also……. <ul><li>make 85% of household purchasing decisions. </li></ul><ul><li>typically give more and twice as much men. </li></ul><ul><li>are expected to soon control 70% of all planned giving assets. </li></ul><ul><li>volunteer more than men. Specifically, 32% percent of women, compared to just 25 percent of men, volunteer across every state, age group and education level. </li></ul>
  8. 8. Does Your Organization Have a Plan to Cultivate Women Donors and Advocates?
  9. 9. Five Strategies to Connect with Women Now!
  10. 10. 1. Develop a Game Plan <ul><li>Reaching out to women should </li></ul><ul><li>never be an after thought. Plan </li></ul><ul><li>Your cultivation campaign far in </li></ul><ul><li>advance! </li></ul><ul><li>Identify “your” market of women: </li></ul><ul><li>Sports </li></ul><ul><li>Politics </li></ul><ul><li>Green living </li></ul><ul><li>Video Games </li></ul><ul><li>Millennial VS Baby Boomer </li></ul>
  11. 11. 2. Every Woman is Different. Don’t Pigeonhole Them. Dell’s Della's &quot;tech tips&quot; section offered seven &quot;unexpected” ways a netbook can change womanly existence, including helping you &quot;find recipes online, store and organize them, and watch cooking videos.”
  12. 12. 3. Flatter Women. Don’t Offend Them! Women hate to be stereotyped. The worst thing that you can do to women is offend them.
  13. 13. 4. Value Women’s Opinions Thinking of launching a new campaign? Tweaking an old one? Ask your audience of women for their feedback. Listen, respond, and implement.
  14. 14. 5. Embrace Commitment Women value ongoing personal connections with organizations. Don’t embrace them one day, and forget about them the next day.
  15. 15. How to Hit the She Spot* <ul><li>Care </li></ul><ul><li>Connect </li></ul><ul><li>Cultivate </li></ul><ul><li>Control </li></ul><ul><li>* The She Spot: Why Women are the Market for Changing the World – and How to Reach Them – By Lisa Witter and Lisa Chen </li></ul>
  16. 16. Care <ul><li>Women are hardwired to CARE. Appeal to their hearts first and then their heads. </li></ul>
  17. 17. Connect <ul><li>Connect women to your organization and each other through community. </li></ul>
  18. 18. Cultivate <ul><li>Women take longer than men to cultivate but they are worth it! </li></ul>
  19. 19. Control <ul><li>Help her make her busy life easier. Put her in control. </li></ul>
  20. 20. I am powerful!
  21. 21. Connect with Us! <ul><li>Allyson Kapin </li></ul><ul><li>[email_address] </li></ul><ul><li>@womenwhotech and @radcampaign.com on Twitter </li></ul><ul><li>Wendy Harmon </li></ul><ul><li>HarmanW@usa.redcross.org </li></ul><ul><li>@redcross on Twitter/Facebook </li></ul><ul><li>Jocelyn Harmon </li></ul><ul><li>[email_address] </li></ul><ul><li>@jocelynharmon on Twitter/Facebook and Linkedin </li></ul>

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