Women’s Giving – Why is it Important to Understand?
What do women want? Are you imaging scenes from a movie with Mel Gibson being tortured by hearing all of the women’s thoughts around him and dancing and signing to Frank Sinatra as he realizes how much easier his life could be?
Come to think of it, if we knew what women want, our jobs as fundraisers would be quite a bit easier. We know that women make up a significant amount of annual giving within the United States, and they’re the decision makers for household giving more than we give them credit for.
So, let’s make our lives easier, shall we? Let’s make efforts to understanding why women give. How do they give, why do they give, and most importantly, how can we get them giving to our particular missions?
How they give: They give big - They give in the now, and they plan their gifts through legacy and planned gifts. Arguably the most popular philanthropist right now is Mackenzie Scott, who has been in the news recently for gifts to the Girl Scouts, siting “REASON”. Her monumental and transformational giving shows powerful belief in missions.
Why do women give? They’re attached to your mission - They give according to their emotions and an attachment to the mission and the people helped by the mission of the organization. Women usually give because they believe in the impact.
How do we get them giving to our missions? Invite them to be part of our family, our tribe - Women want to see impact, so invite them alongside your team as boots on the ground (maybe not literally) at ground zero. If you’re in healthcare, give them tours of the areas of impact that are benefiting from philanthropy. If you’re in education, allow them to hear directly from students who are able to receive education because of generosity. If you’re helping feed kids, let them stuff the bags with food. If you’re involved with animals, allow them the opportunity to get their hands dirty and to fill their hearts.
And if you’re still not sure what women want, just ask them - Ask for their voices, their opinions, their experience. Ask for more than money, ask them to volunteer, ask them to advocate. Practice diversity and hear voices from women of all ages, colors, and areas.
Also, do this before you ask for their money, but do it after they’ve agreed to give as well - Women want to know their money is being used well. Don’t miss the boat on reporting out the impact, and that will help you retain women as donors, not just secure them.
By investing time in learning “what women want” from your organization if they give, you’ll be singing Frank Sinatra alongside Mel in no time. It just takes a bit of inclusion and highlighting what you do really, really well; your mission.
What do you think? Do you have any insights that you would like to share on Women’s Giving that we did not cover here? Register for a FREE Virtual Forum and let us know your thoughts!
