How to Raise Money From Women Donors

Describe the potential impact of a gift.

For most women, philanthropy is about more than just writing a check—it’s about making a difference. Tell them about the charity’s work in detail, and be specific about what their money can do. “Women think differently before they give their philanthropy to another,” says Kathleen Loehr, a managing director at Orr Associates, a fundraising consulting firm. “They are more thoughtful about the bigger picture.”

Show instead of just telling.

Nothing beats a site visit, so show a potential donor what your organization can do with her money by taking her to see a program in action. “People may say they want metrics, but if they see a really high-quality program, they’re going to follow with their heart,” says Julie Rogers, president of the Eugene and Agnes E. Meyer Foundation.

Do your homework.

Carefully research a potential donor’s giving history. Find out what she has supported in the past and how much she’s given. Look for clues about issues on which she is most focused. “That front-end work that takes more time does have a back-end return on investment,” says Ms. Loehr.

Ignore the status factor.

Many woman donors are more interested in solving problems than getting involved with charity to improve their social standing, so be prepared to show them your organization’s role on the issues they care about. Mahsa Pelosky, a New York donor who gives tens of thousands a dollars a year to antipoverty groups and think tanks, says as she thinks about her donations, she asks herself, “What is my vision of the world and how can I find like-minded people working toward that same thing?”

Avoid the “hard sell” approach.

It’s a turnoff for most women donors. “Women need to be engaged first before they move into a decision about what they are going to give,” says Ms. Loehr.