To get men worked up over your cause, appeal to their sense of competition.

By Christine Weiser

The right language
Jeanette Cassano, senior vice president at Princeton, N.J.-based American List Counsel, says the language in campaigns looking to target men needs to offer a “results-driven” message.

“In the acquisition piece, keep the copy short and to the point,” she says. “Succinctly state the cause or purpose of the organization and what effect will be obtained by giving a donation. For example, ‘a gift of $35 would allow X number of children to receive much needed food or inoculations.’ Some of the most effective premium offers are those that have a use and are practical, such as a yardstick for a group like Habitat for Humanity.”