Mars vs. Venus Giving

 

While looking at giving within a certain community or age group yields interesting results, it is also important to consider gender differences in philanthropy. 

When Nonprofit Tech for Good released "The 2017 Global Trends in Giving Report" it revealed some clear differences in giving priorities. The first critical item to note was that the survey found women were three times more likely to identify as donors than men. The report writers noted that because women often manage the money within homes and make donation decisions, they are more apt to engage in the philanthropy community. The number of donors was not the only important difference, however. Gender differences were identified in where they gave, how they gave and what prompted the giving.

Causes

Both men and women chose children and youth as their top giving priority. For men, religion/faith causes took the second spot followed by health and safety. Among women, religion/faith fell to third behind causes that supported animals.

Giving Methods

Online giving was the overwhelming choice for both men and women. Women gave through fundraising events at a greater rate than men. Men were more likely to give in response to direct mail.

Reaching the Donors

Social media is the route to reach women: 27% reported that social media outreach initiated their interest in giving. Ironically, while it wasn’t their preferred route of giving and they attend at far lower numbers than women, men were most inspired by fundraising events.

For more information about the survey and these and other trends, visit the Giving Report’s website.