Lisa Witter on Appealing to Women Differently Than Men

Lisa Witter speaks with Big Think and how to Appeal to Women Differently Than Men:

Another important thing to remember when raising money for charity, or engineering any sort of grassroots movement for that matter, is that the key to men and women’s hearts (and wallets) is different, says former Big Think expert Lisa Witter. As the COO of Fenton Communications, a public interest communications firm, she has learned through experience that women are “twice as likely to pass on information than men.” To get women’s attention, she says, you must think in terms of the Four C’s: Care, Connect, Cultivate, and Control.