Women and men give differently, suggests the Women’s Philanthropy Institute at the Lilly Family School of Philanthropy, so it’s incumbent upon fundraisers to understand how gender shapes giving behaviors.
Here are a few key factors, courtesy of the Association of Fundraising Professionals:
Women’s wealth is rising. Women’s share of wealth has risen considerably over the past 50 years and today they hold around 40% of global wealth.
Women are more likely to give more. Across income levels and generations, women are more likely to give, and give more than their male counterparts.
Women give differently. From motivations to causes to behavior, women and men demonstrate different giving patterns.
Dollars are being left on the table. By taking a one-size-fits-all approach to fundraising, organizations are leaving critical dollars on the table and missing out on a major engagement opportunity.
You can find a handy infographic here.
Do you approach donors differently based on gender? If so, how? Are these differences mere stereotypes, or are they rooted in truth? Leave us your thoughts below.