Rise of the SheConomy: Building a Base of Women Donors and Advocates
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Rise of the SheConomy: Building a Base of Women Donors and Advocates
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. 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. 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!
- 4. Women Rule……. Women-headed households are more likely to give to charity than male-headed households.
- 6. Women control 51.3% of wealth
- 8. Does Your Organization Have a Plan to Cultivate Women Donors and Advocates?
- 9. Five Strategies to Connect with Women Now!
- 11. 2. Every Woman is Different. Don’t Pigeonhole Them. Dell’s Della's "tech tips" section offered seven "unexpected” ways a netbook can change womanly existence, including helping you "find recipes online, store and organize them, and watch cooking videos.”
- 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. 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. 5. Embrace Commitment Women value ongoing personal connections with organizations. Don’t embrace them one day, and forget about them the next day.
- 20. I am powerful!
Editor's Notes
- According to Women Give 2010, a study by the Women’s Philanthropy Institute, women give more than men AT EVERY INCOME LEVEL but one.
- And, while this fact is not widely known, women actually control 51.4% of personal wealth in the United States. 76% of Americans believe that men control more wealth than women. But a new survey of Federal Reserve Board data reveals that women actually control 51.3% of personal wealth in the United States. Many Americans believe that whites give a greater percentage of their income to charities than minorities. The poll show that most Americans believe this. However, in families with incomes of $25,000 or more, Black women are more likely to give to charity than White women are, and give in excess of $1,000. In addition, minorities are more likely to give when asked for a donation, but are asked less often than whites. ("The Contemporary Charitable Giving and Volunteerism of Black Women, 1986, Gallup.
- Although breast cancer continues to impact people from all backgrounds, there are significant differences within the mortality rates among racial groups. During the early 1980s, breast cancer death rates for white and African American women were about equal, but during 2001-2005 African American women had a 37 percent higher death rate. The Susan G. Komen for the Cure® Circle of Promise has pledged to do our part to ensure that African American women are empowered with the information and tools they need to take charge of their own health and serve as ambassadors in their local communities. The Circle of Promise movement is designed to engage African American women to help end breast cancer forever by fostering increased awareness, support, empowerment and action. Connecting matters to men and women but for women it holds a special place in their hearts. Perhaps then it’s not a surprise to see that women are BIG users of social media. According to a Pew study, in 2008 women comprised 53% of social networking site users. Over the past two years, women have increased their social networking usage and now comprise 56% of the social networking consumer base. Men’s social networking user base has dropped to 47%. The study said that Linkedin is the only social networking site where men dominate. Women comprise 58% of all of all Facebook users. Women post status updates on Facebook more than men. Interestingly the study noted that both women and men are posting status and profile updates much less often these days. 16% percent of women on Facebook comment on posts several times a day but only 8% of men do. 28% of women on Facebook “Like” something during the day as opposed to 9% of men. 64% Twitter users are comprised of women compared. 36% are men. What’s your nonprofit doing to engage your base of women supporters and potential supporters on social networks?
- Women are more thorough and exacting than men when it comes to making a decision. Women may take longer to sign on the dotted line, but when they do their loyalty and commitment are golden. Women are twice as likely as men to make referrals.
- Women want a sense of control over their lives. They are like air traffic controllers keeping many balls in the air at once.