Charitable giving has remained constant at about 2 percent of GDP for more than 40 years. Yet, today’s problems are increasingly grave; to solve them, more philanthropy and philanthropists are needed.
Research provides evidence-based data about donor behavior. A growing body of research points to women’s influence and power in philanthropy. The more we understand about what motivates donors to give and how they give, and the more we understand the factors that influence and affect giving, the better able the nonprofit sector will be to engage donors.
As more research confirms that gender matters in philanthropy and donors and fundraisers turn that into action, perhaps that needle will move higher than 2 percent.
Understanding the role gender plays in philanthropy empowers organizations to engage their donors most effectively and increase their giving. This is true throughout the year and particularly on #GivingTuesday, a day designated to maximize philanthropic giving. Since it began in 2012, #GivingTuesday has grown significantly in participation numbers and total dollars donated. #GivingTuesday, celebrated on the Tuesday after Thanksgiving, provides a unique opportunity for nonprofit organizations to incorporate nontraditional fundraising methods into their efforts and to engage with donors online. For nonprofit leaders and fundraisers, a successful #GivingTuesday requires understanding how and where donors tend to give.
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