There is also a growing body of research which suggests that their reasons for and methods of giving are markedly different than those of their male counterparts. Women like to be agents for change. They prefer to support innovative programmes rather than the status quo. Women generally are used to putting the needs of others ahead of their own. They want to have some control over their donation.
Women see their gift as a step in an ongoing relationship with the charity.
They feel they have established a personal connection and want the charity to keep it alive through shared information. Women take a long time to decide before making what for them might be a significant gift. They may give only after having been involved first as a volunteer, be it on a committee or as a member of the board. Women may not wish to appear to give more than their peer group. Older women are sometimes diffident about public recognition because it will make them stand out from the group.