What Women Want

Tuesday, May 13, at 12 noon, U.S. Eastern time

Lisa Witter is chief operating officer of Fenton Communications, in New York, and co-author of the book The She Spot: Why Women Are the Market for Changing the World - and How to Reach Them. She leads Fenton's practice in women's issues and global affairs for clients such as the Global Fund for Women and the Harvard School of Public Health.

A transcript of the chat follows.

Peter Panepento (Moderator):
    Welcome to today's live discussion with Lisa Witter, the chief operating officer of Fenton Communications and author of the new book The She Spot: Why Women Are the Market for Changing the World - and How to Reach Them. Ms. Witter will be answering your questions about how nonprofit groups can more effectively reach women as donors and volunteers. It's an important topic -- and it should be an interesting discussion.

Peter Panepento (Moderator):
    As always, I want to encourage those who have questions to click on the "ask a question" link on this page. Ms. Witter will respond to as many queries as possible over the next hour. You are also invited to use the same link to pass along any comments you'd like to share with our audience.

Question from Sandy Lueschen, The Trust for Public Land:
    What differences do you see among generations in how women approach volunteering and giving, and what do you think that means for being effective in our work?

Lisa Witter:
    In a recent study by the Volunteer Match they found that among older volunteers men wanted to volunteer in areas that matched their expertise; for women it didn't matter as much, they just wanted to give back where the need was.

It's very important to give volunteers a menu of ways to be involved from a time perspective. This is especially true for younger volunteers who generally have less time than older (retired) women.

Younger women, in particular, are used to creating communities online through blogs and social networking. Your organization would be wise to work with them to activate those networks as well.

Peter Panepento (Moderator):
    To those who are new to this format, please note that the conversation will unfold on this page as we get new questions and answers. The page automatically refreshes every minute.

Question from Tara Collins, Watershed Agricultural Council:
    Do women give more to one cause over another? I'm particularly interested in if you have any stats related to women's giving to environmental, conservation causes vs. say animal welfare.

Lisa Witter:
    What we know from the research more so than men are willing to take a risk and give to the organization they feel will make the greatest change. You would be wise to communicate how you've been successful in the past and what, specifically, her dollars will do in the future.

There is a myth that women just want the emotional appeal - the truth is that they want the emotion as well as hard results.

For environmental organizations, it's been our observation that they've been focused on trees, scientific factoids, plant erosion, temperatures rising, etc. Women care about these things, of course, but you must connect all of these things to how they impact real people's lives and that there is a solution.

In other words, don't just communicate that they sky is falling, instead communicate "Yes, we can."

Question from Sondra Shaw-Hardy, Women's Philanthropy Institute:
    With more and more couples making gifts and women often having more say in influencing those gifts, can you tell us ways to better approach couples. Thank you, Sondra

Lisa Witter:
    It's critically important that you respect that the couple makes decisions as a couple. Don't just appeal to one or another.

In recent focus groups I witnessed women emphatically stating that she and her husband make group political and philanthropic decisions together, always.

But you should know that her bottom-line is deeper than his. She's a much tougher customer. If you hit her bottom-line you also hit his. For example, design your Web site that there is a pie-chart of your budget showing that the majority of funding goes to the "cause" vs. administration, a list of your success stories as well as a compelling photo or video. He might be interested in just one of these things, she's interested in all of them.

Question from Suzanne Woodward, University Foundation:
    What type of activities do you recommend initially for a large university to hold to engage women alumni and friends?

Lisa Witter:
    Connect women to each other and they'll be connected to you for life. You can have a women's alumni magazine, special events (live, online, on the phone), a community based lecture series of your professors, and a special section on your Web site.

One idea is to create a online women's giving circle. This group would join together to make elective decisions about how and where they want to give to your university. This is a good way for you to deep your relationship to them and to increase the amount given overall.

Question from Ariel Dougherty, Media Equity Collaborative:
    Right now the Women's Funding Network is involved through the Hunt sisters with a $150 million dollar donor campaign to the 128 women's funds. Don't you think that more and more women want to support social issues, especially programs that address needs of women and girls, than simply filling in where there are perceived needs by a local group that does not necessarily meet or address women's concerns?

Lisa Witter:
    One thing that our research found is that women won't support women just because they share a gender. They do, however, support the "underdogs" and they support the principle of fairness. Obviously, women and girls issues are still greatly under-served. The challenge is balancing the communication of women and girls as in need with showing how they are assets in the community and that specific solutions are truly possible. So, the answer is yes! Go for it. Point out the disparity.

Question from Rather not say:
    Within my organization, we have a defined female constituency that my director of development and I have attempted to get the executive director to agree to let us solicit for earmarked funding.

The executive director actually agrees that this constituency would be VERY supportive - and probably fund us at much higher amounts! - but won't allow us to pursue our ideas.

He feels that it would somehow "sabotage our bottom line," to have restricted funds (albeit much, much more!) come in for our women's programs that would pull away from our unrestricted dollars.

Don't you feel that this is penny-wise and pound foolish? How can we make an argument to counter this thinking? We've tried to convince him that it will result in more OVERALL MONEY TO THE ORGANIZATION, to no avail.

P. S. My director and I are both women and often feel that he dismisses our strategies as "emotional."

Lisa Witter:
    Women won't necessarily support "womens" programs over other programs. Women want control and choices. We think it's important to have women's programs as part of the appeal to your donors but don't necessarily assume (and some women may even say pander to her) that she just wants to give to women's programs. Women absolutely want an emotional appeal but don't stop there. She's a much tougher customer than a man when it comes to looking at the bottom-line of your appeal. Where will the money go, how long will it take, etc.

Peter Panepento (Moderator):
    We're approaching the midway point in today's discussion and we've gotten some great questions. If you've submitted a question and haven't yet received a response, please stick around. Ms. Witter is attempting to answer as many of your questions as she can. Also, if you have a question for Ms. Witter, please click on the "ask a question" link near the top of the page. Thanks.

Question from Valerie Lambert, Johns Hopkins University:
    I've heard that older women tend to give more to, say, their husbands' alma maters than their own. Do you find other differences in various segments of women, such as race/ethnicity? What about asian women's philanthropic giving, for example?

Lisa Witter:
    We actually have not heard that. It could be that the development officer assumed that the man was the decision-maker and appealed more to him that her. I guarantee that if we ask more women we'll get more giving.

Regarding your ethnicity questions, this is huge area too much for this format. We devote a section of this in our book - for example, we know that Asian women do more online purchasing online so presumably they would be more comfortable giving online too. African American women give the highest percentage of their income but are asked less than any other racial group.

One bottom line is that women want to see people that look like them reflected in your appeals and they want to feel like they are in a community of like-minded women.

Question from Deborah Re, Big Sister Association:
    Only 6% of philanthropic dollars are spent on girls or women serving organizations. What can an organization that is focused just on girls do to increase this amount?

Lisa Witter:
    What we've seen work with our clients is when we make the case that if you lift up women you lift up entire communities. In other words, don't make women a charity make them a business/social change strategy.

I think it's very critical to avoid being pigeon holed as a "women's issues". All issues are women's issues and men's issues. For example, poverty isn't just a women's issue.

I think another reason why there aren't more dollars given to organizations serving women and girls is because those of us who work in this area haven't fully utilized and leveraged women as word-of-mouth marketers. We need to develop strong viral campaigns that appeal to men and women. And not get stuck in the trap that because it's by women and for women that it needs to be pink and "soft."

Question from Sondra Shaw-Hardy, Women's Philanthropy Institute:
    With the increasing use of the Internet, can you give us some ideas on how to design websites that will appeal to women and encourage them to give more or give to the organization or institution.

Thank you, Sondra

Lisa Witter:
    Great question. Here are three examples from the book. There are several more.

1. Feature real people. Stock photos look like stock photos. Try, as much as you can, to put up images of real people with real names.

2. Get personal. Women want to go to a Web site and know that real people are behind it. In your About Us section list real people's names that donors, volunteer, and activists can contact. Do not be info@organization.org - instead be Sondra@organization.org. Also, make sure you have bios and photos of the staff, board, etc. Women want to know the stories of the people in the organization.

3. Invite her input and help her connect. Remember that women seek opportunities to share their opinion and connect to other - that's how they demonstrate their investment in things they care about. Web 2.0 technology, from blogs and messages boards to live online interview and social networking sites, lend themselves easily to this form of participation. Make sure this is built into your site.

4. Don't think pink. Don't just assume that all women like pink and flowers. Women have really high B.S. meters. Don't talk down to them.

5. Let others do the talking. Women really care about what other people think about your organization. Don't toot your own horn (she's highly skeptical of self-promotion). Use third-party testimonials as much as possible.

Question from Pamela Oselka, La Leche League International:
    How comfortable are women with online giving? How does this compare to men? Do you have suggestions for website features that appeal to women donors?

Lisa Witter:
    I haven't seen specific research about women and online giving but I do know that women do the majority of online purchasing. (In fact, women make 83% of all consumer online and offline purchasing). So, I'd assume that they are comfortable.

One way to appeal to women donors online is to use as many testimonials by other donors as possible. Women also are looking out for the Better Business Bureau seal of approval. This is important to have on your front page if possible.

Also, make giving very easy. Have a link on your front page, and give yourself a 3-click rule. Make sure she can give in 3-clicks or less and that you always have a screen that allows her to review her gift before hitting the final send button.

These are just a few ideas, more are in the book.

Question from Margaret Baker, My Daughter's Education:
    It's my understanding that women philanthropists desire anonymity more often than men...or at least, don't wish to have as many plaques, names on buildings, etc.

What type(s) of recognition/stroking/etc. is best to cultivate the high-end woman donor?

Lisa Witter:
    The answer is to ask them what they want. Working with women donors requires deep listening and high emotional intelligence. Don't assume anything about her other than she has a mind of her own.

Women do tend to give less out of a desire for self-promotion and and more out of sense of community. Perhaps give her opportunities to connect with other high-end women through giving circles, events, or conferences. The Women's Funding Network Women Moving Millions Campaign is a good example to look at:www.womenmovingmillions.org.

Peter Panepento (Moderator):
    Because of the volume of questions, Lisa has agreed to extend the discussion for an extra 15 minutes. Thanks for your patience.

Question from Margaret May Damen, The Institute For Women and Wealth:
    I will be on a plane heading for Detroit at the time of the discussion and will read the transcript.

My first question is: A woman with financial independence now have the freedom to choose how she wants to use her money as a tool to make a difference. In what ways can an organizations validate that money given will indeed be used for the specific needs identified or articulated by the woman donor. My second questions is: It seems at times 21st century women donors are being cultivated with 20th century techniques which continue to perpetuate the myth that it "takes longer to cultivate a large financial gift from a woman donor." Yet we read about mega-gifts by Meg Whitman, Darla Moore, Oprah, and Sheila Johnson. How can we accelerate a mind-shift away from the myth and focus on the reality that women who can give will give when asked directly and openly.

Lisa Witter:
    The best way that an organization can show her that her money is making a difference is to ask her to be involved. Many organizations are doing donor trips, volunteer days, etc.

Regarding your second question - according to the research women indeed do take longer to cultivate. The mistake is passing them over because of that. With women you must truly think long-term. While they make take longer to get on your side women are very loyal and will stick with you. It will pay off in the long-term but won't be a quick hit.

Peter Panepento (Moderator):
    For our first-time visitors, I wanted to make sure I didn't miss out on the opportunity to say that today's discussion is part of a weekly series on philanthropy.com. Every Tuesday at noon, we invite experts in the field to answer questions about important topics in the world of philanthropy. You can read the transcripts of previous discussions -- and see a schedule of upcoming chats -- at http://philanthropy.com/live

Question from Alexandra Krasne, Anita Borg Institute for Women and Technology:
    Our constituents are primarily women, but many of the donors and decision makers with whom we work are men. Many times, women think they don't have an impact on the decision makers. How do we change this?

Lisa Witter:
    Show them when they do. Perhaps create a forum either in person or on the Web site where your constitute can make their voices heard and then, be responsive to them as much as possible publicly.

This doesn't always mean doing exactly what they want. Be honest about that. Women do not want to be pandered to.

If possible, provide online Q+A sessions with your decision makers and your constituents. Working with women requires deep listening, honesty and responsiveness. If you do these things they'll be grateful and loyal.

Question from Rachel Hitchcock, Convent of the Sacred Heart:
    As follow-up from your response to Tara, it is interesting that women (who are thought to be better communicators) are not always even willing to take a meeting with a development professional - regardless of the organization they represent; men seem more likely to take a meeting and engage in general conversation about their philanthropy. Any ideas as to why this is, or better yet, how to break through this especially now that more women are donors?

Lisa Witter:
    Perhaps the best way into a woman donor isn't always the development director. I think this is why it's so important that everyone in an organization think about donor cultivation. Perhaps the best way in is via program staff, another volunteer, a friend of a friend. Many women don't want giving money to seem transactional, they want it to be built on a relationship. The more people in your organization thinking this way the better you'll be.

Remember, women take longer to cultivate but once you have them on your side they are very loyal.

Question from Pattie Carlin, Family Voices for Family Choices:
    We are a new nonprofit and volunteer recruitment is extremely crucial to our survival. Pardon my newbie question, but where can I find these wonderful women?

Lisa Witter:
    The biggest asset that you are sitting right now are the people within your organization already. I know that you are new but even if your small you need to use the power of your own communities to bring people in.

I often hear of people thinking of getting "other people out there" - instead, you should think of the concentric circles of people you already know and really maximize the fact that women like to a) be in community b) create community and c) spread the word about causes they believe in.

Don't be so focused on getting "more" - focus on using the ones you have to be your choir and ask them to help activate their networks for you. It's the most intimate and effective way possible.

Question from Sandy Lueschen, The Trust for Public Land:
    I haven't seen your book yet -- can you give us some highlights?

Lisa Witter:
    It's best summed up in the Publisher 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.

Question from Sondra Shaw-Hardy, Women's Philanthropy Institute:
    Global giving has received so much attention lately and there are scores of organizations committed to helping women and children in developing countries. How can organizations and institutions address charity dollars going out of the country or are there ways to work together? Thank you, Sondra

Lisa Witter:
    International institutions have done an incredible job of reframing the investment women and children from charity to a smart development/business proposition. I think we need to continue to do this in the United States. The Women's Funding Network has done a lot of this very well. I want to publicly thank you Sondra for your incredible contributions to this field. I deeply respect your work.

Question from Gabrielle Noelle, TAP:
    Lisa, Can you give specific recommendations on how to engage a woman/man to be a force behind the cause- to be a mouth piece? Or, how to build communities of women fundraisers?

Lisa Witter:
    Make world of mouth very easy for men and women. The best way is to provide ways on your Web site to easily forward to a friend. ALWAYS, remember to encourage people to forward emails, materials, etc. Sometimes a quick reminder is all people need.

Women love being in communities. I suggest creating giving circles of women that give their money and that raise money for causes. They can make joint funding decisions and they can encourage each other as fundraisers themselves.

Connect, connect, connect... online and offline - that's the key! And remember to make it easy! Women are especially busy.

Question from Sabrina Beach, Development Director - Epiphany Day School:
    Epiphany Day School is an Episcopal elementary school in South Louisiana. We have just completed our 25th year and I have been cultivating founding board trustees, many of whom are women over 65 years. As a young woman I relate to many of your suggestions, yet they seem very tech-oriented, i.e. "online giving circles, gender-specific website development, etc. How does those ideas translate to women over 65?

Lisa Witter:
    Don't assume that just because someone is older that they aren't online. Many women when they retire are jumping on the internet and getting savvy very quickly.

Giving circles don't need to just happen online - you can create them offline too!

I've found that older women often like to be in community with younger women. Remember to mix and mingle generations - there is so much to be learned from each other.

Question from Sandy Lee, The Saban Free Clinic:
    Reports have said that giving will go down as people brace for a recession. For those who are fortunate to be able to remain a major donor, what's the best retention method?

Lisa Witter:
    Keep communicating impact. We need to brace ourselves for a recession and women donors will appreciate your organization being prepared and forward thinking. Don't be afraid to communicate that.

One idea is to bring major donors together and ask them what they think you should do to prepare for a downturn in giving.

Question from Anne Halvorson, Maricopa Community Colleges:
    We have a number of women involved in our Foundation who are just too busy to give us - or each other - much of their time. Some because they have thriving businesses, others because they are "up and coming" but have young children and families they want to spend time with. Is getting them involved just a matter of finding enough value-added to make it worth their time? Any ideas for how to do so?

Lisa Witter:
    One idea is to give them ways to get involved that include their children. Have a volunteer day where kids come plant trees at your school, have a lecture of life-balance issues, and always provide fun and safe child care.

Peter Panepento (Moderator):
    We are about out of time. Lisa has asked that I invite those who would like to ask her a question directly to e-mail her at lisa@fenton.com.

Also, she plans to respond to the unanswered questions after the discussion is closed. We will post those additional responses as part of the transcript of today's discussion once they are available. Thank you to everyone who took the time and join us today. And a special thanks to Lisa Witter for her time and expertise. It has been a great discussion.

Question from Ariel Dougherty, Media Equity Collaborative:
    YES, Women are not a niche audience. Yet, mainstream media only reports women's stories 21% of the time (see Global Media Monitoring Project), so how do the kinds of stories that those of here today are talking about get known?

And thank you. this has been very informative!

Lisa Witter:
    The good news is that the Web provides an incredible alternative to mainstream media. Women blog more than men and are online more. We can create our own news and distribution methods. I do recommend that we continue to not only put pressure on the mainstream media to cover our issues (because, we are 83% of the consumers and their advertisers care about that) but we also must all take the time to thank the news outlets for covering good stories. This feedback truly matters.

Peter Panepento (Moderator):
    Join us next Tuesday at noon when marketing expert Seth Godin stops by to take your question about marketing charities.
http://www.philanthropy.com/live/2008/05/marketing/