Women have long played an important role in philanthropy. But their financial influence, giving power and expectations of the organizations they support are reshaping the fundraising landscape.
Recent research from the Women's Philanthropy Institute (WPI) at the Lilly Family School of Philanthropy shows that women's charitable giving has been more resilient than men's over the past two decades. And as trillions of dollars change hands through the Great Wealth Transfer, women are expected to control an increasingly significant share of the nation's wealth.
Yet many nonprofits continue to approach donor cultivation and stewardship in ways that may overlook women's influence, interests and philanthropic priorities.
The question isn't whether women matter in philanthropy. It's whether your fundraising strategy reflects their importance.
Women are already among the most important drivers of philanthropy in the United States, and their influence is expected to grow substantially.
According to IRS data cited in research on women's wealth, women represent 42% of the nation's top wealth holders, defined as individuals with assets of $1.5 million or more.
At the household level, women play a significant role in charitable decisions, often influencing not only where families give but also how they engage with the organizations they support.
Their philanthropic influence extends well beyond major gifts. Women contribute through annual giving, volunteering, advocacy, planned giving and collaborative philanthropy.
These trends point to an increasingly important reality for nonprofit leaders: women are not a niche donor audience. They are a central part of today's philanthropic landscape.
The coming decades will bring an unprecedented transfer of wealth between generations and spouses, with women positioned to receive a substantial share.
Cerulli Associates projects that approximately $124 trillion will transfer through 2048, including roughly $105 trillion to heirs and $18 trillion to charitable organizations. Nearly $100 trillion is expected to originate with Baby Boomers and older generations.
One of the most significant dimensions of this transfer is the role of women. Cerulli projects approximately $54 trillion in inter-spousal wealth transfers, with more than 95% expected to go to women. This includes nearly $40 trillion projected to transfer to widowed women from Baby Boomer and older households.
For nonprofits, these projections have important implications.
Donor relationships that have historically centered on one spouse or the person perceived as the primary financial decision-maker may overlook someone who already has significant philanthropic influence, and whose role in charitable decisions may grow.
The Great Wealth Transfer is not simply about identifying the next generation of wealthy donors. It's about understanding how philanthropic decisions are made within families and building meaningful relationships with the people who influence those decisions.
Research suggests that women and men often approach philanthropy differently, although individual motivations and preferences vary considerably.
A 2010 study found that single women were more likely to give charitably than single men by a margin of nine percentage points. Female-headed households were also more likely to give and, in the study, tended to contribute nearly twice as much.
A 2011 study found that women spent more time on due diligence before making charitable decisions, placed greater value on collaborative approaches to giving, and expected more communication from the organizations they supported. They also placed particular importance on understanding the impact of their gifts.
More recent research reinforces these findings.
WPI's 2025 literature review identifies several recurring patterns in women's philanthropy, including a greater likelihood of giving across multiple causes, prioritizing values and impact, engaging collaboratively, and participating in collective giving models.
Giving circles, in particular, have become an important part of the philanthropic landscape. These groups bring donors together to pool resources, learn about community needs and make collective funding decisions. Women represent a substantial share of giving circle participants.
Younger women are also helping shape philanthropy through values-based, collaborative and issue-driven giving.
Of course, women are not a homogeneous group. Age, wealth, family circumstances, personal experiences and individual interests all influence charitable decisions.
But the research makes one thing clear: understanding what motivates donors—and how they prefer to engage—is essential to building lasting philanthropic relationships.
Historically, many fundraising programs have emphasized transactional giving, donor recognition and relationships with individuals perceived to control household wealth.
Those approaches can leave important opportunities unexplored.
Consider a nonprofit that has cultivated a major donor relationship with one spouse for decades. Does the organization have an equally meaningful relationship with the other spouse? Does it understand that person's philanthropic interests? Has that individual been invited to participate in conversations about the organization's future?
Or consider a woman who has supported an organization for years through annual gifts, volunteering and advocacy. Has anyone explored whether she might be interested in a larger investment, a planned gift or a deeper leadership role?
These aren't simply questions about gender. They're questions about how well nonprofits understand and engage the people who support their missions.
Organizations that recognize women's philanthropic influence and respond to individual donor interests have opportunities to strengthen:
The opportunity is significant. But realizing it may require nonprofits to reconsider some longstanding assumptions about donor cultivation and stewardship.
The research offers useful guidance for nonprofit leaders who want to strengthen relationships with women donors. Many of these practices represent good fundraising generally, but they are particularly relevant when considering how women have historically been engaged—or overlooked.
Lead with listening, not asking. Take time to understand donors' motivations, interests and philanthropic priorities before presenting a giving opportunity. Don't assume that a woman's interests mirror those of her spouse, family or peers.
Build authentic, long-term relationships. Cultivation should extend beyond the next gift. Create opportunities for ongoing conversation, learning and connection with your mission.
Emphasize impact and storytelling. Show donors what their generosity accomplishes. Combine meaningful stories with credible evidence of results, helping donors understand both the human impact and the effectiveness of their investment.
Create opportunities for engagement. Invite donors to participate in ways that reflect their interests, whether through volunteer leadership, site visits, educational experiences, advisory roles or other meaningful connections.
Leverage networks and community. Explore opportunities for peer engagement, giving circles and collaborative philanthropy. Many donors value the opportunity to learn and give alongside others who share their interests.
Personalize communication. Ask donors how they prefer to receive information, what they want to know about the organization's work, and how they would like to be involved. Effective stewardship is rarely one-size-fits-all.
Recognize the full spectrum of giving. Look beyond major gifts to recognize annual giving, planned gifts, volunteering, advocacy and other forms of support. Consider whether longstanding supporters may be interested in deepening their philanthropic involvement.
Adapt organizational mindsets. Examine whose relationships your organization is cultivating and whose voices are included in philanthropic conversations. Are women being engaged as independent decision-makers? Are both members of donor households included when appropriate? Are your cultivation and stewardship practices keeping pace with changing donor expectations?
Women are already shaping the present and future of philanthropy. Their growing financial influence, combined with the different perspectives and approaches they bring to charitable giving, presents an important opportunity for nonprofits.
But recognizing that opportunity and acting on it are two different things.
Take a closer look at your own fundraising program. Are women well represented in your major gift pipeline? Are you cultivating relationships with both members of donor households? Do your communications reflect the interests and motivations of the people you're trying to reach? And are you creating meaningful opportunities for women to engage beyond making a gift?
At DBD Group, we help nonprofits examine their fundraising strategies, strengthen donor relationships and identify opportunities for greater philanthropic support. Through development assessments, major gift strategy and coaching, we can help your organization turn these insights into action.
📝 Women are already shaping the future of philanthropy. Is your organization ready to engage them? Download our free Guide to Women in Philanthropy [DOWNLOAD HERE]