Reaching Diverse Donors: Engaging Women Donors
This is the second in a series on reaching donors from all walks of life, to help you better engage your entire potential donor base. In future installments, we’ll talk about how to better appeal to other segments of donors. Today it’s all about the ladies.
How Women Donors Give
Female donors don’t just give as much as male donors—when they do decide to give philanthropically – they actually give more. But you’ll have to work a little harder for that gift, so start cultivating now.
One thing we already know about women donors is that they like to be involved with their gift and the organization they’re giving to. And while engaging women donors takes more time, especially to cement the relationship and secure that gift, the cultivated relationship results in higher loyalty and involvement with your organization, as well as continued giving.
Cultivating a Relationship
Cultivating women donors can be more of an investment, but it’s one that will pay off in a lifetime commitment to your organization. Women donors are twice as likely to spread the word about your organization and connect you with other donors. A worthwhile investment!
But what are women donors looking for in a nonprofit?
- Meeting other women. Women enjoy making meaningful connections with other people. On top of giving back, volunteer activities, and planning, pepper in some fun networking events for women to get to know each other. A phenomenal example of this is Levé in Portland, Oregon – an entirely female-run organization.
- Personal connection. Women are more likely to give to organizations that have made an impact in their lives, or that work toward social change that’s important to them. It will be key to demonstrate to a potential woman donor that her money will contribute to things she believes in. Do your research and find out what issues are most important to her, and what causes she’s given to in the past. You can find out this information under the Organizations and Volunteer sections of a person’s LinkedIn profile, by sending out a quick survey, or by engaging in a conversation and asking.
- Transparency and impact. A key element to cultivating relationships with women donors is showing where their money is going. Be prepared to show women donors the facts and figures, and that your organization is the best opportunity for change for their money. Hint: Be visual!
- Organizational involvement. Unlike their male counterparts, female donors are less likely to contribute for the sake of recognition or status. Instead, women donors have learned that a large donation can get you a seat at the decision-making table, and women donors prefer to participate in the policy-making of an organization they believe in than to give money and stand back. Demonstrate to women donors opportunities to make a difference not just by giving, but through concrete, decision making roles within the organization.
Remember to show women donors why their contribution matters. Avoid “hard sells”—focus instead on building personal relationships with potential female donors and providing them opportunities to effect change and collaborate with one another.
Target your donors with a solid online donation page using Greater Giving Online Payments pages. They are mobile optimized, host drag-and-drop functionality (easy-to-use), and house multiple templates and color schemes.
