Why Market to Women?
An article and two recent books make the case that women, not men, have become the most vital market segment to reach, not only for consumer brands but for nonprofit organizations that seek to change the world.
Consider the following facts:
- Women make contributions to twice as many charitable organizations as men do, and they are more likely to take greater risks in organizations with a strong vision for change,” according to Lisa Witter and Lisa Chen, co-authors of The She Spot: Why Women are the Market for Changing the World and How to Reach Them. “Even more striking, high-net worth women business owners with assets of more than $1 million are even more likely than their male counterparts to contribute at least $10,000 a year to charity (50 percent for women compared to 40 percent for men),” the authors say.
- Women also volunteer much more than men do. Thirty-two percent of women, compared to just 25 percent of men, volunteer across every state, age group and education level. The typical American volunteer is reportedly a female who gives 50 hours of her time per year. Not surprisingly, Witter and Chen urge nonprofits to follow the lead of big consumer brands and get a handle on this powerful demographic shift by re-targeting their marketing efforts to attract more women donors, members, volunteers and advocates.