Women's Campaign Forum Foundation

Vote With Your Purse tackled the tough questions of what it would take to motivate more women to give politically. And while there is no “silver bullet” for convincing women to give, our “Five I’s” framework lays out the values that are most inspiring to women. Over the course of the 2008 cycle, we have seen demonstrated evidence that the Internet enhances every single one.

The Value	How It Works	How It Works Online	Corresponding Web 2.0 Tools
Information	Women find information to be a powerful motivator and make extensive research a prerequisite to financial investment of all types.	From websites to blogs to email updates to social networking venues, web tools provide women access to real-time information from multiple sources.	YouTube, Google, Twitter, Blogging 2.0, Mobile Commons, Wikis, Sprout
Interaction	Women want to interact as part of a larger movement – the idea of joining forces with others through small donations is very motivating.	The web lets women easily engage with one another about politics. With a click of a button, women can become part of a nationwide effort.	Facebook, MySpace, YouTube, Flickr, Twitter, Blogging 2.0, Mobile Commons, Wikis, Sprout
Inspiration	Women need to be inspired to get involved and are more motivated to give if contributing to candidates is reframed as a civic or social responsibility.	The web allows women to be “part of the moment.” The ability to share breaking news in real time about campaign developments moves women to think about their own responsibility to get engaged.	Facebook, MySpace
Impact	Women need to see the impact elected officials have on the issues they care about.	The Internet is the original immediate gratification tool – through media reports, videos, photos, shared stories and real-time results, women can easily see the success campaigns have in championing issues that are critical to them.	Flickr, Twitter, Blogging 2.0, Wikis
Inclusion	Women want to be included in decisions about how funds are spent and appreciate transparency - they are more inclined to give if they have a sense of how their contribution will be spent.	The Internet provides women with transparent data about fundraising and spending. Savvy marketers are not only providing online donors with the ability to direct their contributions,but also providing them with updates and photos that document the results.	ChipIn