Women’s power to affect change has a long history.  So does the fact that they generally have less (of the other kind of) change to use to make it happen than their male counterparts.

This isn’t a new story, but the tools women are creating to overcome that issue – including resetting their self-value, learning skills to deal with money in relationships, educating each other about the tricks of the trade – have a home on Daily Worth very much worth checking out.

Women are already a powerful force behind charitable donations.  They donate twice as much to charities as men do, and make 80% of all household purchasing decisions.  With more financial know-how and the empowerment that comes from realizing a higher worth, women can make more money, and have an even greater affect on change – of all kinds.

Check out Daily Worth for…

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Have you heard of Shoes of Prey?  The custom shoe design site had an explosive experience last week – thanks to a 16-year-old’s YouTube site.  Juicysatr07’s had 450,000 viewers, and combined with a giveaway prize from the company, lured 200,000 to Shoes of Prey’s site, according to PSFK.

How are you adapting to and including new voices in your online marketing?  How do you find the right influencers?

You can learn how to apply every kind of makeup, reorganize your closet, sketch a portrait, and a million other things thanks to the force of young women on YouTube. The tone of the video, the number of YouTube subscribers, and their comments can help you figure out which YouTube lady is the best to help your product, company or organization.  If you have an evening, watch their videos!

Women research their purchases and the…

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Women seek an in-depth understanding of what they choose – whether it’s when they buy a product or take a bite of a pie.  How do they know what they are getting?

Two non-profits organizations are making detailed info available at the snap of a camera-phone.  Consumers simply take an iPhone to the grocery store with the GoodGuide app or the (soon to launch) Citizen’s Market app, and scan item barcodes.  From home they can search deep databases online.  Profiles for the product and company pop up with ratings and descriptions for them.  On Citizens Market, consumers can upload reviews, and companies can join the conversation, too.

GoodGuide helps consumers “find safe, healthy, and green products” with a rating system that accounts for ingredients, production, and the behavior of the company that makes or harvests the products.  They use a combination of science, widely sourced…

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Lisa and I meet regularly with many nonprofits who tell us that increasing the number of 20-something donors — the next generation of philanthropists — is a major priority.

But how to reach them? A report by Radar Research and PopSugar Media that delves into the influence and consumer habits of Gen Y women sheds some light.

Many of the findings reinforce other research we’ve seen on why women are the #1 target audience, whether you’re selling a product or promoting a cause. Once Gen Y women believe in a brand, for example, 61% report they “share it with as many friends as possible.”

Gen Y women are also big on authenticity. They’re less likely be persuade by celebrities and “experts” and more inclined to trust friends, families, bloggers and others within their networked community (this may include tweeters they’ve never met) to be more unbiased and honest….

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Forget “Supermom.” Meet the “Real Mom.” That’s the message behind a recent white paper by Advertising Age and ad giant JWT.

According to authors Marissa Miley and Ann Make, today’s younger generation of Real Moms (Gen Xers and millennials) are similar to their have-it-all Super Mom predecessors insofar as they’re just as busy in their roles as “chief operating officer of the home.” The difference is, they’re more realistic about the push-and-pull dynamic of their multi-tasking lives and less beholden to perfection. Call it the New Pragmatism.

While the paper, which is based on a survey of 870 men and women, is ostensibly geared to consumer marketing, it has important insights for cause-driven communicators, too. Take, for example, these findings into What Real Moms Want:

Put family first: In today’s overscheduled world, Real Moms feel responsibility to create family time. Next time you want a mom to give…

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The She Spot was featured earlier this week on Frogloop, Care2.com’s nonprofit marketing blog as part of two-part series on marketing causes to women.

The author, Jocelyn Harmon, Director of NonProfit Services at Care2.com, riffs on a radio spot she hears  featuring Smart Cookies, five women who got their finances in gear thanks to American Express:

“Call American Express self-serving.  Call them insincere.  But also call them smart.  By fueling a full-scale marketing campaign with women, for women, Amex is transforming a traditionally male-focused industry – financial services – into an accessible arena for women. And they’re likely to see their profits increase from connecting with one of the biggest consumer markets in the U.S. – women.”

Nonprofits need to learn to do the same, Jocelyn points out, along with some eye-opening stats and best practices from The She Spot and Marti Barletta’s …

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