LERN members who participated in the Gender Discussion were seemingly split on the value of collecting gender information – for marketing purposes or otherwise – when collecting registrations.
Some members reported they are required to collect the data for reporting purposes or for grants, while others simply collect it to ensure proper staffing and resources for things like overnight camps or gender-specific activities.
Collecting gender information upon registration can allow a program to identify its primary market segments and for subsequent targeted marketing. However, it is important to note, too, that gender alone can not provide a full or accurate picture of an audience, nor can any other single demographic data point.
And, as one member suggested, the collection of the data is not necessary if such targeted marketing efforts are not taking place.
“We do not collect gender specific information. Neither do we collect age, or age bracket information. As we do not use target marketing (with the exception of repeat customers for travel and online courses) there is no valid need for collecting age and/or gender information,” the member said.
Even big-name brands, such as Target, are moving away from gender-based marketing and signage, with mostly positive responses from consumers.
And, no matter the industry or type of program, the most effective targeted marketing or programming is driven by the behaviors (purchases and registrations) and interests of your best customers.
A sampling of data from LERN Market Segmentation Reports shows that a majority of members do collect gender information and many of those members offer the choices of Female, Male, and Other. However, it is also clear that most members submitting their data for analysis do not require people to provide this information.
On the issue of providing more than just two gender options to registrants, many members are already doing so and those that aren’t currently offering more than just Male or Female options are having discussions or working toward a new system.
Whether or not your program collects or uses gender data, the most effective marketing and programming efforts reflect the audiences being served.
If you’re interested in learning about the history of gender marketing, this two-part episode from the CBC is a great resource.