A woman really wants to know where her money is going, what her gift is going to do. Women view their gifts as investments requiring careful research. They want to be sure their money is being spent wisely. And generally women like to have their giving targeted to a specific area. In general, it is believed that men give to preserve the status quo while women give to change.
Women give instinctively to improve the world and to make a real difference.
Women are by nature caretakers and feel a greater need than men to insure the growth and continuation of activities or institutions that have benefited her or her family. Conversation is considered a key in approaching women for gifts. It has been found to be critical to develop a personal link with women before asking for a gift. Women's colleges involve alumnae in all levels of alumnae relations and fund raising and appear to be more sensitive and concerned about how alumnae feel about their institution. Sixty percent of the wealth in the U.S. is owned by women.