…And How to Appeal to More of Them

Women have historically been ignored in countless ways in the business and nonprofit world, including being overlooked as prospective donors. For years, many philanthropies and nonprofits inaccurately believed that women wouldn’t donate because they had lower salaries than men, or because men were the primary decision-makers when it came to donations. Under those faulty assumptions, women have not been pursued as possible philanthropists. But these sentiments are outdated and untrue and are being disproven more each day. Women not only have the means, but also the inclination to make donations – some, very significant ones.

This has never been more apparent than in the case of an American billionaire, novelist, and philanthropist, Mackenzie Scott, who also happens to be the ex-wife of Jeff Bezos. When the two divorced in 2019, it became clear that Ms. Scott had a different approach to philanthropy than her ex-husband. She has since donated more than $6 billion to hundreds of nonprofit organizations and continues to selflessly give and serve the world around her.

Sparking a Trend

But this is about more than one woman’s incredible philanthropy efforts. This is about inspiring other women and the trends that are emerging from that inspiration. As large as a multi-billion dollar reach can provide, Ms. Scott’s efforts are reaching far beyond any actual dollar amount. She is touching other organizations and people in ways she likely never could have predicted, but probably had hoped for. Now, other women are more inspired to give, and nonprofits are beginning to see that women donors are a welcomed force to be reckoned with.

With increased donations being made by women, it’s important to consider whether your organization is prepared for what appears to be a new trend. Melinda Gates of the Bill and Melinda Gates Foundation stated in a 2019 interview that “women give differently than men do. They’re especially interested in collective learning and in following the impact of their giving. Any nonprofit that’s still focusing its fundraising efforts on men or not tailoring its outreach to women is making a lot of inaccurate — and ultimately expensive — assumptions.”

Change Starts from Within

It’s no surprise that women think differently than men, and this is also true as it relates to philanthropy. And different thinking requires a different approach. Ultimately, fundraising tactics that work on men will likely not work on women. For example, as noted above, a woman’s inspiration to donate often stems from the impact they are helping to make, not from a strategy or tax deduction standpoint. So, as a leader in a nonprofit organization, are you doing everything you can to appeal to women donors?

To make sure you are addressing these issues, look closely at your donor engagement activities and consider the following questions:

·        Are women treated with the same attention and respect as men?

·        Are women represented in your marketing materials and communications?

·        Are you including women-focused strategies in your overall plan?

·        Are you asking for consistent feedback from women?

·        When addressing married couples, are you addressing your communication to both partners and consistently including both in the messaging?

As you think about these issues, understand that these are not always conscious decisions. In fact, it is often a subconscious, implicit bias that negatively affects your messaging. For example, with automated donor management systems, the primary point of contact may default to the first name listed, which is often the man of the household. Simple issues like a communication being addressed only to a husband or other male figure can immediately raise a red flag for a woman, who will question that nonprofit’s motives.

Another way to ensure women are a part of your overall strategy is to consider if you offer volunteer opportunities or other meaningful ways to participate, such as serving on a board. Women are more likely to give if they are engaged in the organization in some way. This connection not only plays a large part in their giving habits but also encourages them to get their friends and family involved.

One other area to examine is the very structure of your organization. Are you recruiting more women for leadership positions? Women leaders beget women donors. It follows then that the more women you have in leadership roles, the more women donors your organization will benefit from. One effective way to learn more about these habits is by tracking the giving patterns within the female demographic.

Additionally, consider your donation communications. When you solicit donations, are you highlighting the ways they will transform your organization? Are you following stewardship best practices in updating donors with specific information as it relates to their motivations? Simply, are you showing them the impact of their gifts? Women donors want to see the effects of the donations tracked over time.

If you’re not taking these steps, women may feel undervalued by your organization. Take time to understand how you are engaging women in your donation efforts, and make sure that implicit bias isn’t keeping potential women donors away. More women are interested in philanthropy and have the means to effectuate that interest. As a nonprofit leader, this is a trend you not only want to be prepared for but welcome wholeheartedly.

For more information about how you can stay informed about the trends affecting nonprofits and donors, please email us at hello@thewinwoman.com

Until next time, keep Building Your BADASSERY.