Gender Matters

Did you know that women over 50 are typically more generous donors than their male counterparts? And did you know women view the donor decision-making process differently? In its recent piece “Tomorrow’s Donors”, the Chronicle of Philanthropy put a spotlight on female donors, explaining that the most savvy of fundraisers tailor their asks according to the contact’s gender. So what are some general tips for soliciting support from women?

Tip #1: Make sure your appeals aren’t aggressive –whether it’s in person, email or print, you refrain from guerrilla marketing, hard sell pressure tactics. Being quick witted and aggressive might bring in a few bucks today, but it could ruin your potential to create a long term giving relationship in the future. So state your facts, make your case for giving and sit back… the results of a low pressure “tactic” might just surprise you.