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
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!
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 more than men AT EVERY INCOME LEVEL but one. </li></ul>
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 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>
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><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>
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.”
3. Flatter Women. Don’t Offend Them! Women hate to be stereotyped. The worst thing that you can do to women is offend them.
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.
5. Embrace Commitment Women value ongoing personal connections with organizations. Don’t embrace them one day, and forget about them the next day.
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>
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.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>
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. (&quot;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.