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.
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. 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”
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
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
33. Morra Aarons-Mele, Women Online For Audio: 1-408-792-6300 Event Number: 665 257 208
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
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.”
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
47. “ What color is yours?” http://mashable.com/2010/01/07/bra-color-facebook-status/ ; http://www.wildapricot.com/blogs/newsblog/archive/2010/01/08/facebook-bra-color-meme-so-did-it-work.aspx ; http://blog.washingtonpost.com/story-lab/2010/01/the_facebook_bra_color_story.html “ 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. "We are not behind it," said spokesperson Andrew Becker. "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."
48.
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?
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
A little about me… Accidnetial communicator… decided I wanted to be a super hero F word… why… Watch out for the F-word
1. 1960 Women have decided the elections –”It’s the Gender Gap stupid” 2. Women Pay it Forward – Women are twice as likely as male customers to make referrals (20 years ago 70 percent of word of mouth was important now it’s 92 percent) 3. 1/3 of women volunteer vs. ¼ of men 4. Women control of ½ the wealth in America 60% social investors, not fully tapped. Women give to twice as many organizations as men – they are also more likely to give to social change than men (men tend to give more to institutions/alma maters)
“ 24 month estrogen bath” – boys get an extra shot of puberty Female Brain – Oxytocin “bonding hormone” (gossip)
CARE: Must connect to her deep empathy by story telling, authenticity, giving her something that will have impact CONNECT: to your organization and another – this is how they are best activated to social change CONTROL: “Sky is Falling” vs. “I think I can” – run campaigns that are aspirational – speak to her life situation/needs/make it easy for her CULTIVATE: Fundraiser – women do take longer but when they are on board they are very loyal, word of mouth (commitment phobic – do more due dilligence)
CARE: Must connect to her deep empathy by story telling, authenticity, giving her something that will have impact CONNECT: to your organization and another – this is how they are best activated to social change CONTROL: “Sky is Falling” vs. “I think I can” – run campaigns that are aspirational – speak to her life situation/needs/make it easy for her CULTIVATE: Fundraiser – women do take longer but when they are on board they are very loyal, word of mouth (commitment phobic – do more due dilligence)
Even if people aren’t creating, they are probably consuming
Don’t forget- it’s Social media, shared media, we the media
And this means; new institutions are needed, new technologies, new IP and legal protocols, and new listening methods And this is the workforce, and it’s not only millenials.
And because it’s about us
But I’m going to say that when it comes to marketing to women online, especially vocal ones who are influential in social media…Add LISTENING It doesn’t matter how good a marketer you are, if you don’t listen
A friend of mine, a prominent blogger, showed me a pitch she got sent by a great non-prtofit. They were having fancy events all over DC and NY. They asked her to host a button and have a house party Sometimes I think they just tick a box: social media outreach
Women are not monolithic. We are all different and we all care about different things. As a marketer, it is your job to know who YOUR women are. What do they like? What drives them crazy? I came across this blog and I loved it and it made me think about things in a different way. Now, I want to hang out with her, virtually.
And, what do they want to get done? What will reach them? Every Valentine’s WBUR’s roses campaign OFF tweeting me when I was writing about new mom stuff- made a friend for life
Gretchen Rubin does an amazing job and I recommend her as a case study
The curious case of MomsRising: Love the personality and certainly the issues hit me where it matters MomsRisings do a great job connecting issues and your life Sometimes though I feel like they aren’t focused. I see them more as news summaries than action alerts.
Pay Equity appeal But then: why am I giving 7.77
MR doesn’t segment their emails- everyone gets everything They do segment state wide
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