According to The She Spot co-authors, Lisa Witter and Lisa Chen, the secret to changing the world is hidden in plain sight—in fact, it’s half the population. Women vote more, volunteer more, and give to more charities than men do. They control over half of the total wealth in America. Witter and Chen reveal surprising insights into women’s real social priorities (for example, in one poll only 7% of women identified “protecting reproductive choice," supposedly the women’s issue, as a top priority for Congress). They describe four core principles—care, control, connect, and cultivate—for designing messages that will resonate with women of all ages and backgrounds. And using case histories from companies like Home Depot, T-Mobile and Kellogg’s as well as nonprofits like MoveOn.org, The American Lung Association and The Environmental Defense Fund, they explain precisely how to put these four principles into practice.
According to Witter in a commentary in ODE magazine, one very good case study is that of the women of Rwanda. "The 1994 genocide in Rwanda left the country in tatters, its future fraught with uncertainty. Of the more than 800,000 people killed, most were men and boys. Rwanda’s remaining population was 70 percent female. Fast-forward to the present day: The economy has revived and is holding steady. Major road arteries between cities and outlying villages, which were destroyed, have been rebuilt. Today, the Rwandan lower house of Parliament is nearly half female, the highest percentage of women in any parliament worldwide. Girls are attending school in record numbers.
The women of Rwanda are behind one of the most inspiring comeback stories of national transformation in recent history. And while their story is dramatic, it’s not unique. Indeed, in the field of international development, women have emerged as the not-so-secret secret to changing the world."
Read the transcript of the Chronicle of Philanthropy's Live Discussion What Women Want
