Within higher education advancement, the influence of women’s philanthropy is significant. Yet, most institutions are still using tried-and-true fundraising strategies that fail to maximize their support or impact. 

At colleges and universities that have focused on women’s engagement, female donors are stepping up not just financially, but as dynamic partners who bring a unique blend of passion, strategic vision, and influence. They want to be actively engaged and make meaningful impacts through their contributions.

Highlighting this shift, the CASE Annual Summit for Leaders in Advancement 2023 hosted the vital session “Women’s Philanthropy Principles in Practice.” The featured panel of experts shared how they have applied research-based principles of successful women’s philanthropy to increase engagement and giving at their institutions. 

Key points from the session:

• Women's philanthropy is reshaping the approach to college fundraising. 
• Women’s inclination to build community and collaborate is central to their giving.
• Women are on the rise as contributors of time, talent, and treasure. Understanding their motivations is crucial for tapping into their potential as donors. 

In this blog, we’ll distill insights from the Women’s Philanthropy session, so you can join other colleges and universities in unlocking the immense potential of female donors. 

The Changing Dynamics of Philanthropy

Traditionally, institutions have relied heavily on a narrow demographic of wealthy White men for philanthropy. As more colleges and universities evolve to include a more diverse pool of donors, the positive outcomes mark a pivotal change in the way institutions should approach and engage with their donor communities, particularly women. 

• Shift in Donor Demographics: Historically, men have been recognized as primary figures in philanthropic portfolios because of the way they give—large gifts earmarked for two or three areas. However, the growing financial independence and wealth accumulation among women have altered this narrative. Women are increasingly at the forefront of philanthropic endeavors, bringing new perspectives, priorities, and giving patterns to the table. 

• Women's Influence in Financial Decisions: Within households, women are playing a more prominent role in financial decision-making. This influence extends to philanthropic giving, where women are not only contributors, but also key decision-makers. Their approach to giving often focuses on a range of causes and communities.

For university advancement programs, understanding and integrating the nuances of women’s philanthropy is key to future success and accessing the breadth of funds available. It’s no longer just about seeking donors for financial contributions. It’s about resetting expectations, building relationships, understanding diverse motivations, and crafting strategies that resonate with a broader range of stakeholders. 

Identifying the Blind Spots Within Tried-and-True Fundraising

In the journey toward a more inclusive advancement strategy, addressing the challenges faced by women donors is crucial. Women in philanthropy often encounter unique barriers and misconceptions that can hinder their full potential as contributors and change-makers.

• Stereotypes: One persistent misconception is that women are less capable or interested in making significant financial contributions. This stereotype overlooks the growing financial power and decision-making roles that women hold. Additionally, traditional engagement strategies may not resonate with women donors, who might have different motivations and approaches to philanthropy.
• Skewed Standard Data: Often, standard data collection and analysis methods in philanthropy do not fully capture the breadth and depth of women's giving. Women's contributions are often spread across more causes and forms of giving, including volunteer time and in-kind support, which are not always adequately measured or acknowledged. This skewed perspective can lead to a misunderstanding of the true scale and impact of women's philanthropy.
• Accurate Recognition of Contributions and Engagement: To engage women donors effectively, it's essential to appreciate the full spectrum of their contributions. This involves understanding not just the financial aspect of their giving, but also the value of their time, expertise, and network. Addressing these issues means developing more nuanced engagement strategies, rethinking data collection methods, and creating spaces where women's voices and experiences in philanthropy are heard and valued.
  
  
  
   

Myth Buster: Female Donors Give Time, Talent, and Treasure

In the book Gender Matters: A Guide to Growing Women’s Philanthropy, author Kathleen E. Loehr unpacks new research that shows that women drive their families’ philanthropic decisions. Women give more than men, and when they give, they give differently. Leveraging these traits and motivations of female donors is vital to better fundraising results for your school. 

• Diverse Distribution of Donations: Women tend to distribute their donations across multiple causes, reflecting a multi-dimensional approach to philanthropy. This diversified giving pattern can benefit a range of initiatives within an institution, providing support across different sectors and projects.
• Time, Talent, and Treasure: Traditionally, women's contributions to philanthropy were often seen primarily in terms of time and talent. However, women tend to use a seven-tier model of giving: time, talent, treasure, testimony, ties, trust, and transparency. Ultimately, they will give where they feel engaged. Women want to give to a community, and they want to know how their gifts matter. 
• Collaboration Is Key: Women in philanthropy often approach giving holistically and get involved in multiple ways. They tend to be more collaborative, seeking to build relationships and community through their philanthropic efforts. Their personal values and desire to make a meaningful impact drive their giving.
• Inspired to Influence: The traits of women philanthropists can profoundly affect institutions. Their collaborative nature fosters broader networks of support and builds lasting relationships. 
  
  
  
   

Case in Point: JMU Amethyst Circle Raises $1 Million Every Two Years

While speaking on the Women’s Philanthropy in Practice panel, Cannie Campbell, Associate Vice President for Constituent Engagement at James Madison University, shared the profound success JMU has experienced engaging women donors. 

In 2020, Cannie’s team conducted a round of focus groups to find out how they could maximize the potential of their Women for Madison engagement program. They learned their constituents were very interested in and willing to help students. They formed the Amethyst Circle annual giving program and set out to resolve an ongoing challenge for the school that resonated with their new group of female donors—expendable scholarships for underrepresented students. By opening the door to a broader group of stakeholders, tapping into their motivations, and providing a window into the needs of the school, this dynamic group of donors is now raising over $1 million every two years to fund 27 student scholarships. 

Breaking Through Unintentional Barriers in Women’s Philanthropy

Breaking through unintentional barriers in women's philanthropy needs to be a key objective for institutions aiming to maximize the potential of their fundraising efforts. These takeaways from the CASE Summit focused on understanding and overcoming these barriers.

• Short-Term Sacrifices for Long-Term Gains: One of the challenges for advancement practitioners is balancing the pursuit of immediate fundraising goals with the need to develop specialized programs, like those for women's giving. It's essential to recognize the value of stepping back and slowing down to review strategies that create effective women's giving programs. Though it might seem time-consuming initially, such programs can yield significant long-term success and should be integrated into the broader fundraising strategy.
• Engagement Leads to Investment: Engagement is a critical precursor to investment. However, many boards and councils still lack sufficient representation of women. Setting goals to diversify representation can lead to more inclusive and effective engagement strategies, resonating with a broader donor base.
• Trust and Transparency Are Key: Women have the potential to be among the biggest donors once they connect with where their contributions are directed. They value seeing the tangible impact of their donations. Demonstrating the outcomes and internal workings of programs can significantly enhance women's trust and willingness to give.

By embracing this shift in donor dynamics and recognizing the unique contributions of women in philanthropy, universities can open doors to more inclusive, innovative, and effective advancement strategies.

How CASE Can Help

For many institutions, nudging the ship in a new direction can feel like an insurmountable task. CASE offers a wealth of data, resources, and peer-to-peer support tailored to helping advancement professionals lead their schools in engaging more diverse donors. 

We invite you to explore all the benefits of CASE membership, including a generous discount on the CASE Summit for Leaders in Advancement 2024. The Summit brings together thought leaders and senior professionals in advancement for an exchange of ideas and insights to help lead in an ever-changing environment. 

For additional resources to help your organization better engage women and more diverse stakeholders, take a look at these links:

• Gender Matters: A Guide to Growing Women’s Philanthropy by Kathleen E. Loeher, available in the CASE store. 
• Diversity, Equity, Including, and Belonging Training and Programs, available through the CASE Opportunity and Inclusion Center. 

The Women’s Philanthropy Alliance, which guides organizations on how to make women’s philanthropy more inclusive.