The Pentera Blog
Women of Influence: Are You Reaching These Donors?
Women who are Baby Boomers and older are more likely than men to give‐and give more‐to charitable organizations, according to the new report Women Give 2012. As the report states, "The face and shape of philanthropy are changing."
The research conducted by the Women's Philanthropy Institute follows a 2010 study which found that single women of all ages are more likely to give than single men across most income levels. The latest report examines the giving patterns of Baby Boomer and older women. It shows that women age 50 and older own more than three-fourths of the nation's financial wealth and that women ages 50 to 70 maintain almost half of the gross assets of the top female wealth-holders.
Such studies have significant implications for those in the planned giving field. Planned giving professionals who have outdated assumptions based on gender may miss the mark when soliciting major gifts. Women are a vital force in the field of charitable giving, and their motives may go beyond financial to include empathy factors such as mission-driven giving.
Staying abreast of trends and changes in the planned giving field is crucial. Your organization's planned giving policies and marketing campaigns are more successful when they take into account ground-breaking research.
Contact us today to learn more about proven marketing strategies that incorporate cutting-edge industry research‐and thereby boost your organization's planned giving results. The full Women Give 2012 report is available at www.philanthropy.iupui.edu/womengive2012.
