Women Make Strong Target Audience for Causes

When it comes to causes, women make a strong target audience. They use social media to show their support. They purchase products to show their support. They support companies that support causes important to them. Women feel a sense of purpose and a connection to the community by supporting causes. In fact, 80 percent of women believe that individuals can make a difference by supporting causes. This is according to a study developed by the Center for Social Impact Communication of Georgetown University and Ogilvy Public Relations Worldwide.

Here are some interesting factoids about how women engage with causes that are important to them:

• 42% donate money
• 20% volunteer
• 38% use websites as a source of information
  
• 28% use social media as a source of information
  

What are the implications for nonprofit organizations?

With more than sixty percent of women either donating money or volunteering their time as a primary means of engaging with causes, nonprofit organizations can consider women their allies. Nonprofit organizations need to know how to identify and connect with women whose beliefs align with their visions and missions.

Since women are turning to websites and social media for information, it makes sense to ensure that the key organizational messages are easily accessible.

Connecting the right audience with the right cause, using the right tools and the right message can make a difference for women, the organizations, and their clients.