Does your nonprofit have a distinct strategy for reaching female donors? Maybe it should. A study of giving by household shows that across income levels women are more likely to give and give more than men. The study by the Center on Philanthropy at Indiana University looked at giving by men and women across income levels and marriage status—never married, divorced, and widowed.
In all groups other than widow/widower, women were more likely to give than men. The group that gave the least to charity: men who have never been married. Widowed men were most likely to give (71% made some charitable contribution v. widowed females at 67%).
What does this mean for your nonprofit? It might well be worth finding ways to specifically reach out to women. Personally, I’d suggest it’s not enough to put a flower on your next mailer. Rather, figure out what is important to your female constituents and put those messages in your donor communications. Are you doing this already? What’s working and not working?