The She Spot: Why Women Are the Market for Changing the World -- And How to Reach Them (BK Business)

Lisa Witter, Lisa Chen

Published by Berrett-Koehler Publishers
ISBN 10: 1576754723 / ISBN 13: 9781576754726
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Synopsis: Women vote more, volunteer more and there is every indication that they will be giving more than men since they control over half of the total wealth in America. Women aren't a niche--they're the primary change-makers. The She Spot offers a practical -- and provocative -- primer on how nonprofit and advocacy organizations can strengthen their outreach to this highly motivated and engaged segment of the population.

Witter and Chen reject the narrow ""pink"" approach to gender marketing, showing readers how to leverage the fact that nearly all issues are women's issues. Drawing on their expertise as consultants in public interest communications, they explain the sometimes counter-intuitive nuances required when engaging in gendered marketing and include real-life case studies of corporate and public sector marketing campaigns that successfully broadened their appeal so that they connected strongly with women as well as men.

From the Inside Flap:

The She Spot

The secret to changing the world is hidden in plain sight. In fact, it's 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 women 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 cite eye-opening research that reveals some surprising facts: women are less likely to trust politicians and politics as usual; African American women donate a larger percentage of their income to nonprofits than white women but get asked to give a lot less often; and in one poll only 7 percent of women identified "protecting reproductive choice," supposedly the women's issue, as a top priority for Congress. Building on insights like these, they identify and describe four core principles--care, control, connect, and cultivate--for designing messages that will resonate with women of all ages and backgrounds. And using case histories from companies like Home Depot, T-Mobile, and Kellogg's 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 connecting with women can help you connect with men too--think both/and, not either/or. You'll 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.

"Chen and Witter turn identity politics on its head and show the path to winning social change campaigns. The path starts at the She Spot, but it doesn't end until they expose many of the common assumptions that have led too many well-meaning social change efforts astray. Whether you want to stop climate change or raise money for your PTA, here's your manual."
--Daniel Silverman, Director of Communications, The James Irvine Foundation

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Title: The She Spot: Why Women Are the Market for ...
Publisher: Berrett-Koehler Publishers
Book Condition: Like New

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