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5Connect

Making the Connection

In previous chapters we’ve described how women value community and connecting with others, as a survival mechanism, and as a way of life. In place of competition and one-upmanship, they see cooperation and strong social relationships as the solution to many of life’s—and the world’s—problems. And, as we’ll show, women aren’t the only ones who crave community.

In this chapter, we apply these principles to the realm of communications and marketing by showing how the power of connecting can contribute to your ability to attract and retain loyal supporters to your cause, campaign, and organization. When you look for, and act on, opportunities that help women connect, you are creating opportunities to trigger fundraising ...

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