In This Edition:

• Target Women As A Fundraising Market
  
  
• Online ...
  Finding friends you never knew
  
  
• Management ...
  Using focus groups before a major launch
  

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Target Women As A Fundraising Market

Women are not a niche audience. They are the audience. That is the premise offered by Lisa Witter and Lisa Chen in their book “The She Spot.”

Witter and Chen point out the following considerations regarding women as a fundraising target market and agents for change:

• As philanthropists and donors, women take more chances than men. They are more likely to give to a new or less well-known organization they believe is truly making a difference than, for example, their alma mater, a museum or another well-established institution.
• Women are more distrustful of the political process than men. This is reflected in their giving: they’re more likely to donate to nonprofit organizations than to political candidates.
• Women do not use a gender lens when choosing their favorite candidate. They won’t favor a female candidate rather than a male because she’s a woman.
• When it comes to women’s voting preferences, marital status trumps many other factors, including age, education level and motherhood. In other words, a single woman in her 30s is more likely to vote in sync with an older widow than with a married 30-something mom.
• More women than men are online today, and more women are blogging.
• African-American women give more than caucasian women but are solicited less often for donations.
  

Online ...
Finding friends you never knew

You were always told not to give in to peer pressure. But, joining the legions of nonprofits on the Web might be the exception. Clinton O’Brien of Care2 explained at Blackbaud’s 2008 Conference for Nonprofits why you should find online supporters, if you haven’t started already. Come on – see why everybody’s doing it:

• Online donations are becoming the norm. As more people become comfortable with online financial transactions, they are moving everything to the Web -- from credit card statements to stock portfolios. And donations are following that trend.
• Value of online donors. More and more nonprofits are seeing that some online donors give higher average gifts. Web donors can also leverage their online relationships by connecting their friends with your organization easily and with little to no work from you.
• Direct mail isn’t dead, but it isn’t roaring hot in this economy. Online might be the best way to reach the youngest generation as they come of age in the philanthropic sphere and eco-friendly donors that worry about direct mail’s use of paper.
• Advocacy. Big organizations will have to move over as small organizations join the fight for their missions. Email and social networks make it easier to spread the message – even for the little guys.
• Success breeds success. It’s not too late to get into the Web game. Building your email list now can help your organization with special email appeals and fundraising later.
  

Management ...
Using focus groups before a major launch

There is no unanimous agreement on the benefit of focus groups, or even how to conduct focus research or use what is learned from it. Done well, however, focus groups can be a source of information.

At the Direct Marketing Association New York Nonprofit Conference, Dana Weinstein, membership director of the United States Holocaust Memorial Museum (USHMM), and John Perell, manager of direct marketing, research and analytics at the American Red Cross (ARC) national headquarters, talked about focus groups their organizations conducted and the knowledge they gleaned from them.

The results for the museum:

• The Red Cross is synonymous with “disaster relief.”
• Disaster relief is so powerful that it dwarfs the importance of other American Red Cross activities and services.
• Emphasis on disaster relief does little to build the local brand.
• The need exists to create a chapter identity.
• The strongest case celebrates the power of giving.

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