How to Communicate to Men Who Scan, Women Who Probe — Findings from the Pew Internet and American Life Survey

The most recent Pew Internet and American Life survey
shows men are
more “intense” Internet users than women, but women talk more online. The Pew report notes, “Women are more likely to see the vast
array of online information as a “glut” and to penetrate deeper into
areas where they have the greatest interest, including health and
religion. Women tend to treat information gathering online as a more
textured and interactive process – one that includes gathering and
exchanging information through support groups and personal email
exchanges.”

In short, women are social networkers online as well as
offline, but the context in which we have these interactions is even
more important online. And these findings have clear implications for your nonprofit communications:

• Recognize women as prospects (for giving, volunteering, etc.) distinct from their husbands.
• Give women the opportunity to participate when possible. It’s a must to engage them, especially in the online environment. If your nonprofit doesn’t engage them, others will.
• Write and design communications with the understanding that women are more likely to have many things competing for their attention as they juggle multiple tasks and thoughts.
• Since this demographic group trusts experts the most for information, tapping into experts will lend credibility to media reports, campaigns and messages.

Storytelling is a particularly effective way to reach women who respond well to people tales. Learn how to Put Persuasive Storytelling to Work.

How does your organization succeed at engaging women? Let me know and I’ll share your tips with Getting Attention readers.

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