最新章節

• Join the BK Community
• Host a Reading Group
• Get Quantity Discounts
• Subscribe to Our Free E-Newsletter
• Visit Our Website
• Be Connected

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

• 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
• Be Connected
• Visit Our Website
• Subscribe to Our Free E-Newsletter
• Get Quantity Discounts
• Host a Reading Group
• Join the BK Community 更新時間：2019-01-03 11:13:47