1. Ignited Online Fundraising Community June 14, 2012
Women Do It Better
Ignited Online Fundraising Community
June 14, 2012
Melissa S Brown ~ Principal ~ Melissa S. Brown & Associates, LLC

2. Overview
Women’s capacity to give Women’s propensity to give Why are there differences? How can we use this knowledge to help fundraising?

3. Women increasingly important economically
About 50% of workforce is women
Although lower-wage jobs on average than men
One estimate: 41% of wealth controlled by women
Earnings : homes, retirement, insurance
Inheritance
Current status as married is associated with more giving
Even after controls for income (Rooney et al)
U.S. Census

4. Millions of People
2009: US Census data
2018: Estimates. P. 7 booklet

5. Never-married women without children are more likely to give than are people in other groups
Never-married men with low wage jobs are less likely to give than anyone
Rooney, et al 2005.

6. Which is true? (1)
Women are more likely than men to say they give because
A They want to provide services where government can’t or won’t.
B They feel a responsibility to help others.
C They want to give back to community.
D They want to control where their money goes.

7. Ignited Onine Fundraising Community - June 2012 - Women Do it Better
Which are true? (2)
Men are more likely than women to say they give because…
A They want to provide services where government can’t or won’t.
B They feel a responsibility to help others.
C They want to give back to the community.
D They want to control where their money goes.
Melissa S. Brown Associates LLC 2012

8. Lower amounts per charity to more charities
Women typically support a larger number of charitable organizations than men
Yörük finds single women give to more types of charities – at lower amounts – than single men
Except not lower $ for religion or health.

9. Women are more likely than men to give
After CONTROLLING for income, education, church attendance, and other variables
Women are more likely than men to give
Women give more in total than men, but spread it around more, too.
Mesch, Brown, et al
Intl Jrl Nonprofit & Voluntary Sector Marketing

10. Summary for households…
Husband alone: Fewer charities, more $
Characteristic of HHs where man earns more
Wife alone: More charities, fewer $ each
Both together: total giving higher by 7%
Yӧrük, 2010, Jrl of Human Resources

11. The ideal donor? A person connected to your organization
Who makes financial decisions in the household (alone or married)
Whose spouse, if one, is ALSO committed to your organization’s purpose
Photo:

12. What is even more important that statistical averages?
Data about what your donors do!
How can you improve donor and prospect records to reflect what you now know about differences in giving by gender?

13. Why are there differences?
Theory
Innate differences – empathy in particular
Socialization differences – girls’ roles
Reality
Men have more money  give more in absolute terms before controls
Women are more connected (often church)  more opportunities to give
Einolf, 2011, Nonprofit Vol. Sector Qrtrly

14. Women “predisposed” to give
All age groups of women out-score all age groups of men in Empathy
I feel sad when I see…
Women out-score men in same age group in “principle of care”
People should ….
Mesch, Brown, et al
Intl Jrl Nonprofit & Voluntary Sector Marketing

15. Boomer women Large cohort Most are donors – life stage, income, etc.
Score highest of all groups
“empathy” AND “responsibility” Mesch, et al. 2011
Photo: Image: Sporrer/Rupp via Cultura/ZUMAPRESS.com.

16. It’s who you know… Religious participation higher for women
Social networks VERY closely associated with giving E. Brown & Farris, 2007
Religious participation higher for women
Women often more active with school groups
Rising numbers of women in professional associations and community leadership orgs.

17. Getting women engaged
Women often give and give more when they are ACTIVELY ENGAGED
Volunteers, including in leadership roles
Past, present, or future beneficiaries
Linked by friend or family to organization
Connected to issue your org serves
Women’s Philanthropy Institute
Photo:

18. Women like to see change
How can you show that your organization will use her donation to:
Improve people’s lives
Add to other donations to achieve something big (GiveALittle.org)
Create permanent change

19. An interesting tidbit Giving increases… From men when they know what
others give.
From women when the gift is
characterized as kind or generous.
Croson et al
Shang, presentation

20. Putting it into action Engage first Impact, lasting change
Boomers “responsibility”
Xers “community”
Millennials “world”
Impact, lasting change

21. ‘Generous’ gifts Reach Boomers Network and network some more

22. Thank you!! Melissa Brown Melissa@MelissaSBrownAssociates.com
Services available:
Surveys and data analysis
Case statement preparation
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