Enormous progress has been made in gender equality in terms of women’s education, wealth, and employment opportunities. Yet, women are still reporting that they encounter outdated attitudes and stereotypes that hamper their full and equal treatment. In the planned giving field, there’s no room for these kinds of preventable errors with prospective female donors. Gender tips to keep in mind:
● Don’t Make Assumptions
When communicating with potential donors, don’t make assumptions based on gender. If you’re meeting with a married couple, for instance, don’t assume the man is the decision- maker when it comes to philanthropic giving. Women are often the ones who make charitable gift-planning decisions. Research shows that single Baby Boomer women actually give more generously than single Baby Boomer men of similar income. Treat all donors with respect and treat them equally.
● Examine Your Attitudes
In a situation where men and women are present in a discussion, women often report that they are not listened to on par with their male counterpart, and they are not treated as equals in the discussion. When meeting with a married couple, be sure to look at the wife and be sure to direct questions to both her and her husband. To reinforce that a woman is being heard, try paraphrasing back something of import that you heard her say.
● Women Donors Matter
With women gaining more and more wealth, don’t discount potential women donors. Many women in financially secure careers are simply not getting the direct request or are not asked to give more. Talk to these women about planning their estates and ways in which their giving can have a significant impact on your organization and those you serve.
To ensure your planned giving materials speak to all potential donors, contact us today. Pentera is a pioneer in providing sophisticated, top-quality marketing communications that satisfy your organizational goals.
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