Gender Matters Tip #2

Did you know women view the donor decision-making process differently? And did you know that women over 50 are typically more generous donors than their male counterparts? In its recent piece “Tomorrow’s Donors”, the Chronicle of Philanthropy put a spotlight on female donors, explaining that the savvy fundraiser will tailor his/her ask according to the contact’s gender. So what is one way to improve your chances with a female prospect?

Tip #2: Provide detailed information about the organization you represent and the giving opportunity you want them to be a part of…don’t assume they’ll give just because they like your cause or because you’re gym buddies. Women are just as likely to make giving decisions from a “business” minded perspective as any man, so show up prepared and armed with the data needed to make a solid pitch for support.