Women Are Better Donors
In the Chronicle of Philanthropy Holly Hall just covered a new study finding that older women (Boomer and older) are more generous than older men, other key factors held constant (similar incomes, number of children, education level). The study, Women Give 2012, was done at the Women’s Philanthropy Institute at Indiana University’s Center on Philanthropy.
Holly reports: “Women are more likely to give a bigger share of their income to charity, and in the highest income bracket the total sums they donate are more than two times as high as men in similar circumstances: For a $100 average gift given by an older affluent man, women of similar age, income level, and other characteristics donate $256 on average.”
I was reminded that I once attempted into delve into a house file and analyze female versus male giving. We randomly selected groups of donors with obvious male and female names, analyzed their giving histories (only giving to that one nonprofit) in terms both of actual giving and response to different types of appeals. All this in a direct mail only context.
We did indeed discover that our females out-gave our males … enough to warrant considering how we might better target women in our prospecting, and perhaps better ‘tune’ our messaging (tone, language) for a female audience.
Unfortunately, it was one of those R&D projects that got overtaken by other, more immediately-rewarding events. We never got to the point of direct testing a ‘female’ and ‘male’ package against the two genders.
I do recall reading some interesting literature at the time regarding copywriting for women versus men (beyond the Mars/Venus stuff).
But when I just went online to see what I could re-discover, ten pages into googling I couldn’t find anything truly riveting. This is the sort of thing that popped up …
9 Reasons You Need a Female Copywriter for Your Natural Health Website (shades of Peggy Olsen), and a webinar (now history) promising that this expert would cover:
- 7 Specific Truths between feminine copy and copy that’s
so testosterone-laden you’ll feel the need to shave;
- Copy Makeover Strategies that translate your testosteronal
copy into language that’s female-friendly;
- Her priceless 3-Step Copywriting Formula for selling to
women that puts your marketing on autopilot;
- Hot psychological triggers for each of the 4 Archetype
Personalities that entice her to take action right away
based on her psyche;
- Insider Language Of The Sisterhood: which specific words
that flip on her “Must Buy” Switch.
- And more!
Wow … sorry I missed that one!
Seriously, though, have any Agitator readers looked into the female/male giving thing? Anything actionable come out of it? Know any good literature on the subject?
P.S. And back to the study itself, well worth a read. Good analysis of Boomer (and older) giving in general.