Читать книгу The Nonprofit Marketing Guide - Kivi Leroux Miller - Страница 59

The Red Cross's historical research and experience shows that moms with kids under 18 living at home are especially receptive to messages about disaster preparedness. No surprise there – if anyone is going to care about the nest and the babies in it, it's Mom. But some research also showed that 82 percent of moms say they drive household purchases. So, if you are trying to get a family to organize a disaster preparedness kit that will most likely require some purchases, reaching out to the people who decide what to buy makes sense.