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A recent study sponsored by the Fidelity® Charitable Gift Fund describes the critical role of women in influencing a family’s philanthropic priorities.
In about half the cases, the woman of the house is the primary decision-make when it comes to the size and priorities of her family’s donations. Further, 92% of married men say that the spouse plays a major role in their donation decisions.
When considered alongside the fact that women are the primary beneficiaries of the family transfer of wealth via bequest and that women are generally more consistent supporters of children’s causes like ours, this should serve to remind us to consider our fundraising appeals so that we address the interests of the women who may consider donating to us.