Women give more.

Women give more. 

Do yourself a favor and listen to them. 

 Just as we suspected, women give nearly twice as much to charity as men do, according to a recent study by Indiana University’s Center on Philanthropy.  And results were decisive and consistent across nearly every income level according to Debra Mesch, director of the university’s Women’s Philanthropy Institute. 

Several factors play into this generosity quotient.  More women are working than ever before.  And because more women today have college degrees, they command higher salaries.  Equal pay for equal work initiatives have also undoubtedly helped increase female earning power. 

Another interesting fact:  26% of working women make more than their working husbands.  So they increasingly have more “say” in how the family budget is distributed. 

Past research seemed to indicate that married women encouraged their husbands to give to charity.  And while women might be more likely to give, they gave smaller amounts of money. 

According to Mesch, that assumption is only half true.  “According to the analysis of data from a 2007 Center on Philanthropy study, women gave more often than men and spread out their giving to different charities, but also give more in total dollars.” 

John Yeager, spokesman for World Vision, said he was not surprised by the results of the study.  World Vision has known for decades that its target donor is a 47-year-old, college-educated female. 

So what do you do with that information? 

  • Feature women in your communications. Whether it’s through endorsers, testimonials or project leaders, give women positive exposure. 
  • Read women’s magazines and websites.  Know what’s important to women and how to communicate vital issues with gender- and age-appropriate messaging. 
  • Invite your 47-year-old aunt out for coffee.  Ask her questions.  Explore her life.  Listen to what she talks about, what’s important to her and how she communicates.  Hear her heart. 

Patti Edwards

Senior Account Executive