Oct 22, 2015
The next time your nonprofit receives a monetary gift - check the online donation form. A donor's gender can play a part in his or her decision to give to your cause.
According to researchers at the Lilly Family School of Philanthropy at Indiana University-Purdue University at Indianapolis, both sex and and socioeconomics are factors in which organizations people decide to support.
"Women and men both bring their own preferences, priorities and financial resources to a household, and they both influence the couple's charitable giving, but they affect it differently," Una Osili, the school's director of research, said in a press release. "For example, differences in men's and women's income shape not only the couple's overall giving but also what causes they support."
Where do they give?
According to the study, when the income of the male partner in a couple increased, there was a greater chance the household would donate a large sum to religious, international or youth-affiliated organizations such as the United Way and Catholic Charities. But if the female in the couple saw her earnings jump, the couple gave much more to the Red Cross, the Salvation Army and homeless shelters.
While a rise in income means an increase in giving for both sexes, men tended to prefer religious charities. Meanwhile, women gave their money to nonprofits that address human needs such as housing and medical care.
Researchers used a mountain of data from previous nationwide surveys such as the Philanthropy Panel Study, the Bank of America/ U.S. Trust Studies of High Net Worth Philanthropy surveys and the Million Dollar List to examine how men and women differ in their giving habits.
"Much of the previous research has looked at household giving by couples as a single unit," Amir Pasic, dean of the Lilly School, said in a press release. "By delving more deeply into the factors that influence charitable giving by couples, this study provides a more thorough understanding of gender differences in giving."
The differences in giving doesn't stop at the nonprofit each gender prefers either. Examining previous findings from the Women's Philanthropic Institute, the Lilly study found single women are more inclined than single men to donate to not-for-profits and more likely to spread their giving to multiple organizations. Meanwhile, women whose net worth is between $250,000 and $1 million are prone to donate more toward arts and environmental organizations while their male counterparts focus on charitable coalition groups.
Although both men and women continue to donate to nonprofits as their incomes increases, the study's collected findings suggest women are more prone to giving to organizations than men.
Women are also likelier than men to give to secular nonprofits. However, the study also found 40 percent of male donors give to nonprofits supporting women and girls compared to 50 percent of female patrons giving to similar causes.