Forbes.com just released a column by Betsy Brill about how women are taking the lead in philanthropy.

Ms. Brill writes that a Fidelity Charitable Gift Fund survey found that women donors were more likely to be public about their gifts than their male counterparts.

Is it because women need their horns tooted more than men? Most likely not. She notes that women probably want to share to inspire others and “imbue a philanthropic spirit.”

We write in The She Spot that women are twice as likely to pass on information than men and that women like to share things with their communities. They may see announcing their gift as a call to action to friends. If NGOs can help tastefully assist these gift announcements they may see a multiplier effect with the initial gift.

She also noted the importance for women to have their children continue their philanthropic…

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Since moms make most of the purchase decisions for their families, consumer brand marketers must continue to look for new and more meaningful ways to engage the mom audience and make their brand message heard in this overcrowded, noisy marketing environment. They’ve found your kid’s school

Read what John Driscoll says about ‘Through-School Marketing’ and how it gets results.

How can  your cause/issue use school marketing to promote social change?

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A new research brief by the Center for Media Research is a must read. Highlights include:

• 68% of African American mothers are more likely to read articles online, and 45% more likely to listen to music. 45% of Caucasian mothers are likely to frequent social networks, and 43%, message boards. Blogs were the top choice among 55% of Hispanic Moms, followed by social networks at 42%.
• The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter.
• 60% of moms use text messaging, and African-American moms and Hispanic moms text more than Caucasian moms.

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