May 13, 2008 | Read Time: 1 minute
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.”
