Blackbaud in the News: What women want - Understanding women’s philanthropic giving

From The Philanthropy Journal 
By Katherine Swank, consultant at Target Analytics, a Blackbaud Company

Women, as a group, are increasingly impacting fundraising efforts in the U.S.; however, their philanthropic objectives can differ significantly from men's. Women tend to focus on specific sectors and want greater accountability for their gifts. On the whole, women want to create new solutions, seek more contact and control, and want to be kept informed of the results from their giving. Many also seek social networks within the organizations that interest them. If women make up a significant portion of your donor base, you may need to change the way you speak with them and start listening for their direction.

The topic of women in philanthropy is finally gaining its due study. Several books and a growing number of philanthropic institutes have helped us to see a clearer picture. Reinventing Fundraising, Realizing the Potential of Women's Philanthropy, by Sondra Shaw-Hardy and Martha Taylor, focuses on the "Six C's" of women's motivation for giving:

• Create new solutions to old problems.
• Use their financial power to effect change rather than to preserve the status quo.
• Make a commitment (or commit) to the organization's vision.
• Enjoy a personal connection with the institution or organization.
• Collaborate and work with others as part of a larger effort.
• Celebrate.

Read the full article here.