The uncertainty of the Covid-19 pandemic has seemingly brought back an outdated pattern in fundraising that assumes or downplays what women can do, causing fundraisers to hesitate to intentionally engage women stakeholders. We’ve heard from women that they want to be heard, respected, asked for their opinion. When this occurs, they give in many ways.
We know that women organize quickly to offer support in a crisis. It’s natural to want to activate them now during the coronavirus response, but first we must pause, listen, then pace out a strategy.
Women aren’t harder to fundraise from, just different, in how they prefer to give. Change your narrative and your approach to engage them more effectively.
A book club could help you engage staff, leadership, and volunteers to grow women’s philanthropy by creating structured learning, an opportunity to evaluate current practices and share new ideas, and incentive to shift behaviors and strategies.
If we want women to give generously to our organizations, the first impression we make matters. Does your organization’s public face suggest that women’s offerings of time, money and leadership are welcomed and valued?
Today’s speed of change will require leaders to find new ways to navigate this pace. My recent conversations with 12 VPs uncovered a shift in how they’re thinking about our work and its rapid evolution. As you enter planning season with your advancement team, keep the following six shifts in mind.
When we’re under pressure, it is normal to revert to what we’ve done successfully before. When a woman doesn’t respond as anticipated and, in fact, asks more questions, gives less than asked or doesn’t agree to be on a board, we turn and focus on those who do respond in the way we prefer. But we risk sub-optimizing what this woman might give us after she is satisfied with her due diligence.
Our best practices in American philanthropy were created with primarily one donor profile in mind: a white, straight man. It’s time to reexamine our approach and include more identities.
Four Key Takeaways from the DonorSearch Flash Class: “Gender Matters: A Practical Approach to Grow Women’s Philanthropy"by
Kathleen Loehr shares insights with 150 DonorSearch class attendees about engaging women donors, including why research is not enough to enact results, where new behaviors in how we approach women supporters are needed, and how to get started.