Oct 11, 2019
An excellent opportunity exists for nonprofit
leaders to attract women in philanthropy to their cause. Recently, Boston Consulting Group reported the money controlled by women will reach $72 trillion in 2020.
That's 32 percent of total wealth! And, the reporting also said that most wealth will go to women. Thus, as the
nonprofit sector changes, one of the reasons is because of women. But, as with any donor group, you have to attract
On female donors, Fidelity Charitable published an excellent report. The Women
and Giving: The impact of generation and gender on philanthropy reported.
All this points to an excellent chance for nonprofit leaders to build relationships with women. And, with a
consistent effort, charities or people that seek to start
a nonprofit can increase female involvement. In turn, it will help your group grow.
The first place that nonprofits can look to add women in philanthropy is in
their teams. So, ensure you promote gender equality in your group. By doing so, you'll make it clear to female
donors that you care about them. If women and men equally represent your team, then keep going and doing what you're
doing. But, don't forget to also look at your management team. You want to make sure that there is gender equality
there as well.
Also, when you recruit people into your team, do it blindly. Meaning, in today's world, smart
groups practice blind recruiting. As well, make it a point to have written harassment and
discrimination policies. Doing these things will help you ensure that your group is walking the walk. In sum, a
gender-equal team will encourage female donors to give to you.
Once you've got your house in order, focus on female donors and getting them engaged with your cause.
We have several ideas to share with you.
If you seek to
increase giving by women, then you have to begin with leadership positions. As you did with your team, look at the
number of women on your board. Take the time to work with the nominating committee to ensure gender diversity. Also, get equal representation of race, religion, sexual
orientation, etc. Diversity is an excellent thing for any group. Simply, diversity and inclusiveness expand your
base of support.
Typically, when men give to charity, they
seek performance and metrics. But, female donors bring a more heart-based approach to giving. Thus, remember that
women want to know about the good that their donations will do. It's common in nonprofits to tour major donors and
provide them an understanding of the work. This is something that can also happen with any donor who gives whatever
amount. So, use digital (e.g., live streaming) and real-world techniques to show your programs, especially to female
When you're dealing with female donors,
remember they care about their finances. As a result, when they give major gifts, they will likely speak to their
legal or financial advisor. Many charitable vehicles exist that could benefit the donor and your charity. If you
don't have someone with technical expertise on charitable giving (e.g., gift planning), hire a consultant. Doing so
will ensure that you can get high-level gifts for your nonprofit.
Since female donors are more social, create ways for them to get involved in your cause socially. As
reported by Fidelity Charitable, women want more engagement. There are several ways you can get women engaged with
your group. First, make sure that women represent your board equally. Also, develop volunteer opportunities where
women will experience the work. Finally, create social events where women will share their experiences. For
instance, consider donor receptions, live streams, or community service events.
Don't treat all women in the same manner. Just as you personalize your message to different groups,
remember that women are different from each other. As noted above, Boomers tend to use traditional methods for
giving. Millennials have a higher chance to give to a crowdfunding fundraiser..... Women
involved in religious groups give differently than non-religious ones. So, take the time to understand how
women give to charity.
Finally, as a nonprofit leader don't only focus on major gift female donors. Most women
are not millionaires or billionaires. But, that doesn't mean that they can't support your group. For instance, when
you review your data to pick up giving patterns, take a look at lifetime giving. You will find female donors who
support your cause with many small gifts. That's a clue to you that you should increase your engagement with them.
In sum, take a thoughtful approach toward getting more women involved. When you do so, you'll see higher results in