According to the 2011 Study of High Net Worth Women’s Philanthropy in Non-Profit Times, the impact of women on non-profit organizations is gaining prominence. The study shows that more women are making philanthropic decisions for the family. Among married couples, ten percent report that husband and wife make separate decisions when giving while almost half of the women surveyed admitted they were the sole decision maker for the couple’s donation dollars. In addition, Women’s Giving networks are growing across the country. The United Way and the Red Cross both have programs aimed at donations from women and women’s organizations.

The study also found that men and women look for slightly different factors when choosing to donate. While both genders look for an efficient organization, women cite efficiency as a factor more than men. In addition, women are more likely to choose organizations that give back to their community than men are. But one of the most striking differences is shown in repeat giving. Men tend to give to the same organization every year, while women tend to look at the organization’s yearly performance and will shift funds to a new group if the group seems to slip in anyway.

Nonprofits benefit by using this trend to seek funding. Gender specific capital campaigns can bring in more donations and create a buzz. When approaching female donors, it is vital to highlight your organization’s impact on the local community. Another major factor is keeping in touch with your donors throughout the year. Showing women how their donation is used wisely helps to retain annual donors and creates lifelong relationships with these philanthropists.