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May 13, 2008

Reaching Female Donors Online

How can you design your Web site to appeal more effectively to female donors?

Lisa Witter, 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, — offered five suggestions in an online discussion today with Chronicle readers.

• “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.”

• “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.”

• “Invite her input and help her connect. Remember that women seek opportunities to share their opinion and connect to others — that’s how they demonstrate their investment in things they care about.”

• “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.”

• “Let others do the talking. Women really care about what other people think about your organization. Use third-party testimonials as much as possible.”

— Peter Panepento

Tuesday May 13, 2008 | Permalink

Comments

1. “Women have really high B.S. meters”? That’s some insightful commentary…

   — Chris Casqilho    May 14, 06:15 AM    #

Commenting is closed for this article.

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