Elsewhere online
February 01, 2016

Opinion: Data Show Value of Focusing on Women Donors

Extensive study findings back up the recommendation for nonprofits to tailor fundraising efforts to women, Debra Mesch, director of the Women's Philanthropy Institute, writes in the Wall Street Journal. Recent research shows that baby-boomer and older women gave 89 percent more to charity than their male peers, and the wealthiest 25 percent of women gave 156 percent more than men in that same income bracket. In addition, women have greater life expectancy, meaning they will likely give for a longer period.

The author cites differences in men's and women's attitudes about and motivations for giving, concluding that "a better understanding of gender’s role in charitable behavior can help organizations engage men and women more effectively."