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The she spot : why women are the market for changing the world--and how to reach them /

Main Author:
Other Authors: Chen, Lisa, 1973-
Format: Book
Language: English
Published: Berrett-Koehler Publishers, 2008
Edition: First edition.
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SUMMARY

Women are a huge, uniquely receptive but still underutilized audience for a whole range of social and political causes, not just owomen's issues.o In The She Spot, Lisa Witter and Lisa Chen, top executives in the nation's largest public interest communications firm, explain why women's enormous potential is still largely untapped. Citing examples from both the for-profit and nonprofit sectors, they offer specific, detailed advice-much of which flies in the face of conventional wisdom-on how to better connect with women and advance your mission.


Review by Publisher's Weekly Review

Marketers have always honed in on women, the primary household consumers, but charitable and political organizations have long been less savvy. Target women to garner donations or votes, urge Witter and Chen; female consumers and citizens are not a niche audience but the audience to reach and win over. Women's economic clout grows larger every year, and though they tend to be distrustful of the political process, they vote in large numbers and can tip elections. They are also characteristically altruistic, volunteering more significantly than men and contributing to twice as many charities. Since word of mouth is strong among women, women who care about a particular cause will bring in more contributors. The authors present their material efficiently and engagingly, tackling the motivation--both social and neurological--behind women's contributions and interest, and the methods to appeal to them, from news media to online. Bolstered with helpful "chapter takeaway" lists and concrete examples of companies that have successfully reached the female audience, Witter and Chen have crafted a thoughtful, helpful guide to nonprofit marketers. (June) (c) Copyright PWxyz, LLC. All rights reserved

(c) Copyright PWxyz, LLC. All rights reserved
Review by Library Journal Review

If readers can look past the gratuitous puns (as in the title, a play on the "G spot") and the section on the "bloghersphere," they will uncover a serious work that aims to fill a void in resources on marketing to women by providing a concise handbook specifically aimed at nonprofit organizations. PR professionals Witter and Chen (COO and senior v.p., respectively, Fenton Communications) have combed through recent major marketing-strategy books and tapped their own consulting experience to develop a nonprofit strategy emphasizing the "Four C's"--Care, Connect, Cultivate, and Control. The authors spend a chapter explaining these concepts and then allot a separate chapter to detailing each one separately, with case studies interwoven to supply object lessons. Additional chapters discuss media segmentation and web site design, as well as diversity within the female population. Executive summaries, chapter takeaways, and succinct bulleted lists focus the reader's attention on pointers and action items. Appendixes contain citations for each chapter and a list of additional resources. For libraries serving nonprofit practitioners or academic programs in nonprofit management.--Heidi Senior, Univ. of Portland Lib., OR (c) Copyright 2010. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.

(c) Copyright Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
AUTHOR NOTES

Lisa Witter is the chief operating officer of Fenton Communication, where she heads the firm's practice in women's is- sues and global affairs. Her clients include Women for Women International, Global Fund for Women, Women's Funding Net- work, MoveOn.org, William and Flora Hewlett Foundation, Harvard School of Public Health, and American Medical As- sociation.
Co-founder of the award-winning SheSource.org, a database of women experts to help close the gender gap among commentators in the news media, Witter is a political and social commentator and blogger, who in 2004 was featured in Showtime's American Candidate. Honored as an outstanding activist and ex- pert on women's issues by Oxygen.com for her work on a national campaign against privatizing Social Security during the 2000 presidential election, she is on the board of directors or advisory council for Climate Counts, MomsRising.org, and Women for Women International.
Lisa Chen, a former reporter with the San Jose Mercury News, has been working in the public interest communications field for the past 10 years, serving clients including the New York Academy of Medicine, National Urban League, Physicians for Human Rights, Blue Shield of California Foundation, EngenderHealth, and Asian Americans/Pacific Islanders in Philanthropy.
A senior vice president at Fenton Communications, she 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 elsewhere.
She lives in New York City.