Women and Philanthropy: The Next Fundraising Frontier

Abstract

As universities seek to find private contributions from the community, they must tum to an obvious source of income that has been under-asked and undercultivated-women. Historically, women have not provided sacrificial gifts, primarily because they have not been financially or psychologically prepared to do so. Today, however, several forces-education and career choices, business acumen, charitable giving attitudes, wealth and life expectancy-converge to make this the opportune time to solicit women for major gifts. Yet it is not enough to recognize this fact. Universities must create new models of fend-raising strategies that appeal to women. In doing so, universities must also consider generational differences that significantly affect women's decisions to give.