One size may not fit all when it comes to attracting donors.  Research shows that organizations might need to consider gender differences when planning their fundraising strategies.  Several studies indicate that men and women demonstrate different patterns in charitable giving.

Men and women are influenced by different factors in giving and favor different types of charities, with women focusing on a strong personal connection to an organization or cause. Women are less likely than men to make donations for tax breaks and are more likely to consider the issues that affect them personally, such as breast cancer or family issues. Women are also more willing to give to an organization that has a single purpose.

The key aspect in attracting female philanthropists is building a relationship with them. Women are slower to commit to a charity and require more information about an organization before parting with their money. They, more than men, want to see results and how their donation will make an impact. Once women do commit to a specific charity, they tend to be loyal, repeat donors.

Men have traditionally been at the forefront of financial giving, but as women develop higher earning power and more influence, they are redefining the philanthropic status quo. Being aware of gender differences may increase your chances for a successful fundraising campaign.