As has been reported many times in the past, when it comes to philanthropy, women play a prominent role in their households and communities. This understanding was reinforced recently by a study released by the Fidelity Charitable Gift Fund.
Highlights from the Fidelity study that we found particularly interesting include:
• The vast majority of men surveyed (92%) say their wives have an influence on decision-making for charitable giving.
• While both spouses agree that giving has been a family tradition, women respondents appear more eager to create a family charitable legacy.
• High-income women (annual household earnings of $150,000 or more) are more willing to donate publicly, rather than anonymously.
• And finally, women are more likely to donate additional money during difficult economic times.
That last finding was new to us and we think it is especially worth the fundraiser’s attention.
What does this mean for your organization?
We recommend that your organization really take this to heart and consider special appeals targeting women. Test sending direct mail addressed to women (and not their spouses), alter your promotional material so that it is especially appealing to women, consider stewardship events that will appeal to women, etc. Don’t just add a few pictures or phrases to already existing materials and proposals; be much bolder about this as the evidence is really overwhelming – target this philanthropic, decision-making population specifically and strategically.
For more information about the role of women in philanthropy, please see:
