http://www.philanthropy.iupui.edu/womengive/docs/womengive2010report.pdf
Women and Giving 2010
The survey above attempts to ascertain whether or not the women of America give more than the men… the simple answer from their studies, YES. So if women are giving more and having a larger role in the philanthropy decisions of their households, are we then stewarding and providing them donor relations in the same manner? This quote from the report was especially profound for me, “Savvy nonprofit organizations and fundraisers will change the way they approach donors, will include more women in their fundraising strategies, and reach out to ‘half the sky’ to fulfill their mission.” Therefore, if we change our approach to solicitation and cultivation, it makes natural sense that we would do the same in donor relations. It won’t surprise my average reader to find out that donor relations is a heavily female field of professionals, men are like pink zebras at our professional conferences and gatherings. So if we as women are running the programs and doing the work, why then are we not more in tune to our female donors. I quite often listen to people refer to their top donors and trustees as “the big boys” when according to the survey and personal experience, behind each of those amazing philanthropists is a wonderful and philanthropic woman. Most of the time, I believe that these women stand in front of their spouses, as might I remind everyone how often I hear at speeches of building dedications, award ceremonies and honorary degree ceremonies, how often the honoree, a male usually, thanks his spouse and says repeatedly, “I owe all of my success to the woman by my side.” One need only to look at a businesswoman like Darla Moore, http://mooreschool.sc.edu/about/leadership/darlamoore.aspx She transformed the campus of the business school of the University of South Carolina (my alma mater) with her inspiring gift of 25million dollars in 1998 then again changed the face of female giving with her gift of 45 million dollars in 2004. The Darla Moore School of Business at USC has been transformed and reinvented under not only her volunteer leadership but also through her giving. So herein lies the question… what techniques can we use to help steward and cultivate female donors better? Certainly by engaging female donors in philanthropic leadership roles, much like the one Darla Moore has helped create, but what are the other answers that exist? How differently do we treat them? What strategies have been proven to work? I would love to hear your thoughts, fire away! Cheers,
Lynne
Great comments about female donors Lynne. It is true that women give differently then men and thus should be stewarded differently. In my experience women are story tellers - that is how they bond and build relationships. They look for shared experiences and want to share their stories. So I believe women are looking for ways to connect with the people, students, professors, researchers, doctors, patients, that they serve with their gifts. They want to know who they are helping and what it means to them. I believe the best way to steward women is give them direct access to the people and places and tell her stories about how the gift has made a difference. An idea - take a woman on a tour of the renovated pediatric wing and allow her to sit down with a parent who has a child in the hospital and learn about their experience. Or have the nurse or doctor explain how the new facility is improving lives and recovery rates. It takes little time and cost even less but the connection is made.
ReplyDeleteI personally resent your comments about men being pink zebras (althought it is true). Very fascinating topic and I look forward to reading the study.
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