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

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Berrett-Koehler Publishers, Jun 16, 2008 - Business & Economics - 187 pages
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Offers concrete, field-tested advice for helping nonprofits, social advocacy organizations, and political campaigns connect more effectively with women Includes examples from both the for-profit and non-profit sectors Written by top executives from the largest public interest communication firm in the country 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 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 women’s real social priorities (for example, in one poll only 7% of women identified “protecting reproductive choice," supposedly the women’s issue, as a top priority for Congress). They 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 you can expand your outreach to connect with women in addition to men—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.
  

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Contents

A WomenCentered Marketing Revolution
1
Understanding the She Spot
9
How to Hit the She Spot
43
Where to Hit the She Spot
107
The NotSoSecret Secret to Changing the World
141
Resources
151
Notes
157
Acknowledgments
169
Index
173
About the Authors
187
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About the author (2008)

Lisa Witteris the executive vice president and chief operating officer of Fenton Communication, the largest public interest communications firm in the country. She heads the firm’s practice in women’s issues and global affairs for clients including the Women for Women International, MoveOn.org, William and Flora Hewlett Foundation, David and Lucille Packard Foundation, American Medical Association, American Lung Association and many others. She is a co-founder of award-winning SheSource.org, an online brain trust of women experts to help close the gender gap among commentators in the news media. She is a political commentator, a seasoned public speaker on the political, nonprofit and philanthropic circuits. In 2004, she was a contestant on the Showtime reality show, “American Candidate.â€

Lisa Chen,a senior vice president at Fenton Communications, is the firm’s head editor and writer and develops creative messaging for clients across a broad spectrum of issues, ranging from public health to education reform. Her writing has been published in The New York Times, USA Today, Boston Globe, San Francisco Chronicle and numerous other leading dailies. She has been doing public interest communications for the past 10 years for clients including the National Urban League, the Breast Cancer Fund, the New York Academy of Science, Physicians for Human Rights, Blue Shield of California Foundation, the Leukemia and Lymphoma Society and Asian Americans/Pacific Islanders in Philanthropy.

Witter and Chen live in New York City.

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