If you manage a nonprofit business, this book is for you. Women are the main force behind nonprofits, providing most of the funding and most of the volunteer work. Yet, most nonprofits don’t go after women specifically for their support. Lisa Witter and Lisa Chen use this book to describe techniques and strategies to capture the female market. Learn how to reach this powerful audience and turn your nonprofit into a much more successful venture.

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Recent statistics show that mothers control 80% of all household spending - a proportion that represents US$1.7 trillion in potential sales for marketers. Authors Maria Bailey and Bonnie Ulman believe many industries, brands, and services are failing to tap into this lucrative market. Or they are failing to understand how the Mom market is changing. They explain how recent generational changes are impacting buying behavior and provide insight into how to maximize success when targeting this market.