She Spot (Electronic book text)

Offers concrete, field-tested advice for helping nonprofits, social advocacy organizations, and political campaigns connect more effectively with womenIncludes examples from both the for-profit and non-profit sectorsWritten by top executives from the largest public interest communication firm in the countryThe secret to changing the world is hidden in plain sightin fact, its half the population. Women vote more, volunteer more, and give to more charities than men do. They control over half of the total wealth in America. Corporations have long recognized the growing power of woman and have been targeting them for years. The She Spot is a practical and provocative primer showing how nonprofits and social change organizations can do it too.Lisa Witter and Lisa Chen reveal surprising insights into womens real social priorities (for example, in one poll only 7% of women identified protecting reproductive choice, supposedly the womens issue, as a top priority for Congress). They describe four core principlescare, control, connect, and cultivatefor designing messages that will resonate with women of all ages and backgrounds. And using case histories from companies like Home Depot, T-Mobile and Kelloggs as well as nonprofits like MoveOn.org, The American Lung Association and The Environmental Defense Fund, they explain precisely how to put these four principles into practice.This book makes the case that simply painting your marketing campaign pink and calling it a day will miss the mark with most women. Witter and Chen show that you can expand your outreach to connect with women in addition to menthink both/and, not either/or. Youll raise more money and recruit more supporters for your cause. In the end, those who hit the She Spot claim the power to create a better, brighter world for all of us.