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Recent Articles
Stanford Social Innovation Review, co-written with Michael Feigelson, Accelerating the New Macho: What social change leaders can learn from behavioral science and the experience of the 21st century tough guys. Stanford Social Innovation Review, co-written with Catherine de Vries, Reclaiming Democracy: A Plea for Political Entrepreneurship Stanford Social Innovation Review, co-written with Courtney E. Martin, Social or Cultural Entrepreneurship: An Argument for a New Distinction FastCompany, Guess Who Finally Cares About Workplace Flexibility? Men |
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| TheNewMachoAnatomy.pdf |
About the Book
Women vote more, volunteer more and there is every indication that they will be giving more than men since they control over half of the total wealth in America. Women aren't a niche -- they're the primary change-makers. The She Spot offers a practical -- and provocative -- primer on how nonprofit and advocacy organizations can strengthen their outreach to this highly motivated and engaged segment of the population. Witter and Chen reject the narrow "pink" approach to gender marketing, showing readers how to leverage the fact that nearly all issues are women's issues. Drawing on their expertise as consultants in public interest communications, they explain the sometimes counter-intuitive nuances required when engaging in gendered marketing and include real-life case studies of corporate and public sector marketing campaigns that successfully broadened their appeal so that they connected strongly with women as well as men.
Editorial Reviews
From Publishers Weekly: 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.
Testimonials
"Chen and Witter turn identity politics on its head and show the path to winning social change campaigns. The path starts at the She Spot, but it doesn't end until they expose many of the common assumptions that have led too many well-meaning social change efforts astray. Whether you want to stop climate change or raise money for your PTA, here's your manual." --Daniel Silverman, Director of Communications, The James Irvine Foundation
"The She Spot may upend some of your long-held assumptions about what makes women--and men--take action and will help you reassess how the personal affects the political. Lisa Witter and Lisa Chen offer us an absorbing and provocative read that guarantees the reader will see gender, politics and the marketplace in a new and clearer light." --Naomi Wolf, author of The End of America: Letter of Warning to a Young Patriot
"This is wise, savvy, and actually useful thinking by two of the most creative and effective communicators I know. The insights in The She Spot have helped us bring millions into the political process. They can help you, too."--Eli Pariser, Executive Director, MoveOn.org Political Action
"If you want to create change, you have to hit the She Spot! Lisa Witter and Lisa Chen have created an actionable guide to engaging women hearts and minds and partnering with them to create social change. A must read!" --Lisa Johnson, coauthor of Don't Think Pink and author of Mind Your X's and Y's
"The She Spot is an important book that aptly describes the role that communicating care plays in effective progressive politics."
--George Lakoff, UC Berkeley
"The She Spot elevates the discussion of women's role in transformative social change and offers smart, practical strategies for tapping into the potential of this vital constituency." --Zainab Salbi, Founder and CEO, Women for Women International
Women vote more, volunteer more and there is every indication that they will be giving more than men since they control over half of the total wealth in America. Women aren't a niche -- they're the primary change-makers. The She Spot offers a practical -- and provocative -- primer on how nonprofit and advocacy organizations can strengthen their outreach to this highly motivated and engaged segment of the population. Witter and Chen reject the narrow "pink" approach to gender marketing, showing readers how to leverage the fact that nearly all issues are women's issues. Drawing on their expertise as consultants in public interest communications, they explain the sometimes counter-intuitive nuances required when engaging in gendered marketing and include real-life case studies of corporate and public sector marketing campaigns that successfully broadened their appeal so that they connected strongly with women as well as men.
Editorial Reviews
From Publishers Weekly: 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.
Testimonials
"Chen and Witter turn identity politics on its head and show the path to winning social change campaigns. The path starts at the She Spot, but it doesn't end until they expose many of the common assumptions that have led too many well-meaning social change efforts astray. Whether you want to stop climate change or raise money for your PTA, here's your manual." --Daniel Silverman, Director of Communications, The James Irvine Foundation
"The She Spot may upend some of your long-held assumptions about what makes women--and men--take action and will help you reassess how the personal affects the political. Lisa Witter and Lisa Chen offer us an absorbing and provocative read that guarantees the reader will see gender, politics and the marketplace in a new and clearer light." --Naomi Wolf, author of The End of America: Letter of Warning to a Young Patriot
"This is wise, savvy, and actually useful thinking by two of the most creative and effective communicators I know. The insights in The She Spot have helped us bring millions into the political process. They can help you, too."--Eli Pariser, Executive Director, MoveOn.org Political Action
"If you want to create change, you have to hit the She Spot! Lisa Witter and Lisa Chen have created an actionable guide to engaging women hearts and minds and partnering with them to create social change. A must read!" --Lisa Johnson, coauthor of Don't Think Pink and author of Mind Your X's and Y's
"The She Spot is an important book that aptly describes the role that communicating care plays in effective progressive politics."
--George Lakoff, UC Berkeley
"The She Spot elevates the discussion of women's role in transformative social change and offers smart, practical strategies for tapping into the potential of this vital constituency." --Zainab Salbi, Founder and CEO, Women for Women International
