The classic example is the rich widow who gives millions to her husband's alma mater and nothing to her own. Women give less to nonprofits than men because they have had much lower incomes than men. Although this is changing, especially with the 45 and under group, it still remains a reality. Young women will be the leaders and major financial backers of social change movements in this decade and beyond, a new study of donors predicts. Finally, women give less to nonprofits than men because perhaps they have not been asked to give and have not been asked in the right way.
Women give for different reasons and motivations than men.
They require a different approach. Women respond to a personal connection or affiliation with the institution or charity before they give. Men traditionally respond to peer pressure, the politics involved or the status the giving of the gift might bring. To connect or affiliate is seen as a means to build trust and confidence in an organization before a significant monetary commitment is made. Women want to be part of the process, they want plenty of information and they want to understand the programs of the organization to which they are about to give.