Women are powerful cause supporters

A news release by PR Newswire highlights a report released in May by Ogilvy Public Relations Worldwide and Georgetown University’s Center for Social Impact Communication that should be reassuring to those who have included social media as part of their strategy to engage women for a particular cause.

Here are a few highlights from the report:

•  Women look to social media as a source for cause information
• Women are more likely to recognize the role of Facebook in facilitating cause involvement
• Women are more likely to participate in activities related to support of a cause such as joining groups on Facebook and contributing to a blog
• Women are more likely to believe that having a social networking presence, having someone famous support their cause, and having a special month can attract interest for a cause

Much of this may come at no surprise to PR professionals; it didn’t to me, and I’m new to the PR world. These types of campaigns generally have an emotional tie, which in general appeals more strongly to females.

However, the report concludes with a very poignant statement: “Practitioners should be wary of these indicators and ensure strategic uses of these digital tools in order to avoid unintentionally contributing to cause fatigue.”

Women, in particular, said that cause e-mails can begin to feel like spam as do the “Likes” on a Facebook entry. I tend to agree with both statements, but more strongly with the first. Uninvited email about a cause campaign can sometimes feel like the age-old telemarketing call. Both of these are interesting points to keep in mind if you do choose them as strategic tactics.

This brings to mind a question that I hope those more seasoned in the profession will weigh in on. Has the year-round emphasis on breast cancer and the color pink put it at risk of causing fatigue?