Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

The Color of Money

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

The Color of Money

Article excerpt

To say I live in a busy neighborhood is an understatement. My section of lower Manhattan teems with pedestrians. You need to wait in line to cross the street.

As a result, the area is prime stalking ground for fundraisers. On any nice day (and many nasty ones) you will find teams of smiling, clipboard-holding young people wanting me to give to Greenpeace, Save the Children, the DNC. The list goes on.

I don't give them money. It's not because I don't favor the causes. Indeed, I like many of them. But there are too many of them in my day-to-day path. They have become omnipresent. And I have developed cause fatigue. When the money-seekers approach me, my eyes glaze over, my brain shuts down, and I say sorry, not today, as I walk on by.

My individual cause fatigue holds important lessons for cause marketing overall. The success of Go Red For Women mirrors the trajectory of the Susan G. …

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