“Women’s growing leadership in households, the workforce, and society more broadly is influencing patterns of generosity.”
This is a quote from Women Give 2024: 20 Years of Gender & Giving Trends, a report from the Women’s Philanthropy Institute (WPI) at the Indiana University Lilly School of Philanthropy released in December 2024. Studying the giving patterns of men and women over two decades (2000-2020) led to insights into how an evolving societal and economic landscape impacted each gender’s philanthropy. Broadly speaking, women give differently than men, with different motivations and responses to planned gift messaging.
To create messaging that will best resonate, connect, and engage with female donors, you must first understand the unique ways women give and how they respond to a shifting environment.
Understand the Importance of Reaching Women
This report concluded that major events (such as the September 11 attacks and the Great Recession) along with transformations in American households (delayed marriages, declining birthrates, more young adults living with parents, and increased participation in the workforce) indelibly changed charitable giving for both genders, but particularly for women.
Let’s look at two key findings of the Women Give 2024 report:
• Women are more resilient in their giving. From 2000-2020, nonprofits noted a “donors down, dollars up” phenomenon, where fewer households engaged in charitable giving but those who gave contributed larger amounts. While this trend was experienced by all sorts of households, single women experienced the phenomenon to a lesser degree and at a later time than single men.
• The pandemic brought a shift in giving. In 2020, during the COVID-19 period, researchers found that single women tended to give higher amounts and to more secular causes than single men. However, their giving participation declined overall and those who lost earnings due to the pandemic were less likely to give than single men or married couples.
In addition, consider the findings of the 2021 Women and Giving survey by Fidelity Charitable:
• Women today control a larger share of wealth than in previous generations. Women control over a third of the wealth in North America (estimated at $35 trillion) and that share is expected to continue growing.
• Women are more passionate about giving than men. When asked about the statement “I am passionate about creating positive social change,” 81% of women agreed, compared to 72% of men.
The bigger picture that emerges from these reports is that women’s giving is largely driven by empathy and wanting to make a difference. Even when donors pull back in times of crisis, a portion of women respond to the increased need and uncertainty with even greater generosity.
Improve Engagement with Female Donors
How should your organization apply the findings from these reports?
1. Tailor your outreach.
If you aren’t already, incorporate these ideas into your messaging:
• Use empathetic language that resonates better with a more heart-based, sensitive approach to giving.
• Include personal connections and stories of impact.
• Share specifics of how your organization will use gifts, including the tangible impact of recent donations.
This approach can fit into all your outreach but is particularly important if you choose to segment your audience to target female philanthropists.
2. Deepen your relationships.
Women are resilient in their giving and appreciate being recognized for their continued investments in your organization. These simple steps can nurture deeper relationships:
• Create opportunities for female supporters to increase their involvement with the organization, such as board membership, volunteer opportunities, or legacy societies.
• Recognize female donor’s contributions to your organization in thoughtful ways, such as on your website, with donor appreciation events, or in newsletters.
• Emphasize transparency to build and maintain trust.
3. Reengage lapsed donors.
Female donors who pulled back during COVID likely still care deeply about the work your organization is doing, even if they haven’t started giving again. Now is the time to make efforts to reengage these donors:
• Identify lapsed female donors by searching your donor database.
• Engage in personal communication with these donors, like a “we miss you” email or a phone call, to restore engagement and gather any feedback as to why the donors paused their giving.
• Signal your desire to rebuild the relationship with warm and inviting language.
Women give in a way that is responsive, unique, and important. Understanding and acknowledging that importance, speaking the language of passionate support, feeding the drive to make a difference, and recognizing the impact these donors have on your work will deepen connections and further female giving.
