Cover
Copyright
More Praise for The She Spot
Foreword
Preface
What Is the She Spot?
What You’ll Find in These Pages
Why Listen to Us?
Introduction A Women-Centered (Marketing) Revolution
Why Women Are the Key to Moving the Needle on Social Issues
Why Gender-Neutral Marketing is Not Enough
It’s About Her
The Four Cs: Care Connect Cultivate and Control
Marketing—for Social Change
Part I Understanding the She Spot
1 Why Women Matter
Women: A Nonprofit’s Best Friend
Transforming Society As We Know It
1. Women’s economic clout is growing.
2. Women care—and give.
3. Women pay it forward.
4. Women can tip the election.
5. Women volunteer more of their time.
6. When you “sell” to women you reach men too.
Conclusion
Chapter Take-Aways
2 How Women Think
Gender Differences vs. Gender Equality
Yes Virginia There is a Difference
Size Doesn’t Matter but Structure and Chemistry Do
Women: The Great Communicators or the Science on Connect
Women’s Big Picture Thinking or the Science on Cultivate
Enter: Hormones
Harmonious Coop vs. Pecking Order or the Science on Community
Conclusion
Chapter Take-Aways
3 What Women Want
Beyond Choice: Redefining “Women’s Issues”
The Rule of the Four Cs
1. Care
Keeping the Faith
Change: A Women’s Political Agenda for the 21st Century
2. Connect
3. Cultivate
Cultivate Her and You Get Him Too
4. Control
Conclusion
Chapter Take-Aways
Part II How to Hit the She Spot
4 Care
The Nonprofit that Knew Too Much
Who Cares? Women Do.
Getting Her to Care: Six Marketing Tips
1. Put a face on your organization.
It Takes a Nation
2. Keep it simple—and real.
3. Tell real-life stories.
Voting for the Candidate Who Cares
4. Don’t leave out the details.
5. Appeal to group affiliations.
6.Tickle her funny bone.
Storytelling through Video in the Age of YouTube
Conclusion
Chapter Take-Aways
5 Connect
Making the Connection
1. Connect people to your organization through community.
The Aspiration for Community
2. Connect through creativity.
A Win-Win Collaboration
3. Connect women with each other.
Conclusion
Chapter Take-Aways
6 Cultivate
Tell Me More
Changing Trends in Philanthropy
Women are More Loyal and Often More Involved
Women = Word of Mouth
Fast-Forwarded Election Cycle
Six Keys to Cultivating Women’s Support
1. Think long-term.
2. Don’t just ask for money.
3. Show where the money goes.
Where Are You on the Shelf?
Securing Core Support
4. Leverage third-party validators.
5. Demonstrate your impact.
Demonstrating the Impact of Advocacy
Connecting the Dots between Political Giving and Social Change
6. Make her feel part of a group effort.
The Rise of Giving Circles
Conclusion
Chapter Take-Aways
7 Control
Women as Air Traffic Controllers
1. Put her in the driver’s seat.
Debbie Downer vs. Erin Brokovich
2. Parachute into her reality.
Give Her a Two-For
It’s the Little Things that Count
3. Give her news she can run with.
FAQs R Us
Conclusion
Chapter Take-Aways
Part III Where to Hit the She Spot
8 Where to Reach Women
Where to Pick Up Women
The News Media—Do They Still Matter?
News Consumption: The Gender Split
Television News
Radio News
Online News
Connecting With Women in Cyberspace
Marketing to Women Online
1. Make it matter.
2. Keep your navigation simple.
3. Make sure someone’s home.
4. Get personal.
5. Feature people.
6. Invite her input and help her connect.
7. Make joining and actions easy.
8. Let others do the talking.
9. Details matter.
10. Offer the gift of giving.
11. Don’t think pink.
The Bloghersphere
Do You YouTube? Women’s Online Video Use
Social Networking Media: A Woman’s Best Friend
Conclusion
Chapter Take-Aways
9 Segmenting the Women’s Market
Women One Segment at a Time
The Rise of Micro-Targeting
Life Transitions as Opportunities
1. Singles vs. Marrieds
Reaching Single Women
2. Mothers
The Modern Mothers’ Movement
Reaching Mothers
3. Boomer Generation Women
Debunking the Myth of the (Conservative) “Security Mom”
50 is the New 30
Getting Together
Taking Care of Business
4. Women of Color
Be Mindful of Cultural Differences
Use Competent — and Culturally Competent —Translators
Use the Community as Resource
When in Doubt Consult the Experts
Differences are a Strength Not a Liability
Engage —and Listen
Conclusion
Chapter Take-Aways
Conclusion The Not-So-Secret Secret to Changing the World
“Add Women and Change Everything.”
From Issues to Values
Survival of the Connected
The Death of Women’s Issues?
Women: The Not-So-Secret Secret to Changing the World
Putting Theory into Action
1. Ditch the niche.
2. Be a “she spotter” and use the four Cs.
3. Work in coalition.
4. Put your money where your mouth is.
5. Be part of a giving circle.
Resources
Books and Web Sites:
Notes
Introduction Notes
Chapter 2 Notes
Chapter 3 Notes
Chapter 4 Notes
Chapter 5 Notes
Chapter 6 Notes
Chapter 7 Notes
Chapter 8 Notes
Chapter 9 Notes
Acknowledgments
Index
About the Authors
Lisa Witter
Lisa Chen
About Berrett-Koehler Publishers
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更新时间：2019-01-03 11:13:47
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