Pentera Leads Industry in Understanding the Unique Needs of Women Donors

New statistics reported by The Chronicle of Philanthropy add to the cavalcade of recent research documenting the burgeoning role of women in philanthropy—which makes it more crucial than ever that nonprofit organizations know how to reach women donors. And that means working with experts in the field such as Pentera President & CEO Claudine A. Donikian, JD, MBA.

Prestigious honor
Claudine Donikian recently was named to the Advisory Council for the prestigious Women's Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy.

“Women in philanthropy—the special issues of women donors and the best ways to serve their needs—is a professional interest of mine,” Donikian said. “I’m honored to be advising the world’s foremost institute designed to increase the understanding of women’s philanthropy.”

The advisory council convenes periodically for in-depth discussion and analysis about gender-related philanthropy issues. Council members include many of the top women marketing experts from the business, education, and nonprofit communities. The Institute conducts regular research on gender issues in philanthropy; its most recent report discusses charitable giving among children.

Latest statistics about working women
The Chronicle reports that more women than ever are obtaining professional degrees, functioning as the primary wage earner in their families, and building wealth. The statistics demonstrate the growing number of women currently in the workforce who have the financial resources to make significant contributions to charity.

• Since 1997 the number of women-owned businesses has increased 59%, and those businesses now generate more than $1.3 trillion per year.
• Almost half of all law school, medical school, and business school graduates now are women.
• Women self-made millionaires give an average of 7 percent of their annual income to charity—three times the national average.

This trend is on top of other studies showing that older women hold the bulk of inherited wealth. The Chronicle reports that women will inherit 70 percent of intergenerational wealth in the next 50 years, and many women inherit twice: first from parents and then from a husband, since women tend to outlive men. Almost half of women with estates over $5 million leave a charitable bequest, compared with a third of men with estates that large.

A different marketing approach to women: Numbers by themselves are not enough
As women’s roles in education and business advance, they become a powerful force in philanthropic organizations. It becomes crucial for an organization to communicate its planned giving needs in ways that appeal to women.

Traditional fundraising approaches have been geared to male giving patterns, such as campaigns with distinct deadlines and specific dollar goals. While that still can be effective, additional strategies have been shown to resonate with women. Women want to make a difference and want to see the impact of their giving. They want to hear real stories as well as dry statistics, and they want some level of personal involvement and relationship.

“Women tend to get much more involved in a cause than the typical male donor,” Donikian explained. “A woman wants to know more, wants to do more, wants to feel more. She cares about the numbers showing the efficiency of the charity, but the numbers by themselves are not enough.”

That difference necessitates marketing materials and strategies specific to women. As Pentera's chief marketing officer in addition to president and CEO, Donikian is the editor-in-chief for marketing content and oversees the development of content designed for the woman donor. She also personally consults with a select group of Pentera's clients on their marketing strategy as it applies to women.

Contact Pentera today to discuss materials that meet the special needs of women donors—many of whom become loyal and proud ambassadors for their chosen mission.