Donor Engagement of Women in Canada

Par Juniper Glass , Researcher
Par Katherine Mac Donald , Graphic Design of Infographic - PhiLab Co-coordinator
30 January 2020

Insights on Fundraising Programs and Practices

Donor Engagement of Women in CanadaPhilanthropy for social change and gender equity have long been two of my professional passions. But more and more I heard the same conversation in Canada, about how women and men tend to give somewhat differently and about the positive potential of women’s growing wealth and financial decision making power. These are interesting insights and exciting trends. But what can social change organizations do with them?

I was inspired to create this research project on donor engagement of women in Canada by practical questions: How are Canadian nonprofits working for social and environmental well being and justice engaging women and donors? And what are they learning from their practice?

I received generous support from an AFP Foundation – Canada research grant to study the topic. For the study I analyzed:

  • 72 examples of initiatives that specifically engage women donors across Canada
  • interviews with 16 fundraising professionals who had been actively involved in a women-focused donor engagement program
  • interviews with 8 women who were major donors
  • focus group with 8 Canadian practitioner-experts in philanthropy, gender and inclusion
Feminism is about shifting the way things are done, not just quantitative representation of women and other groups marginalized in our society. Collaborative, power- and privilege-aware, humble, inclusive, equitable, supportive, holistic and healthy workplaces, relationships and methods are possible in the field of philanthropy, and that is just what I and many of the key informants are working towards. Consult the interview I did for PhiLab on gender-lens philanthropy, as well as a recent report published by PFC : Gender-Lens Philanthropy: A practical guide for Canadian foundations
Stay tuned for more articles I will release later this year that explore Canadian fundraisers’ insights about feminist approaches to fund development.
For the full report, please visit my site: www.lumiereconsulting.ca

Donor Engagement of Women in Canada: Insights on Fundraising Programs and Practices

Juniper Glass

Lumiere Consulting

The objectives of this research project are to:

1. Shine light on women-focused donor engagement methods across Canada.

2. Disseminate the learning and challenges faced by fund development professionals implementing these methods.

Networking, annual donation, membership, light-touch volunteering, learning and engagement oppor…Networking, annual donation, membership, light-touch volunteering, learning and engagement opportunities (47.22%)Major gifts, small membership, exclusive leadership, advocacy and/or learning opportunities (19.44%)Major gifts, small membership, exclusive leadership, advocacy and/or learning opportunities (19.44%)Giving Circle - giving to external projects (9.72%)Other (one-off event; endowment fund) (6.94%)Mainstream gender awareness within fund development; Several women-focused programs (6.94%)Giving Circle - giving to internal projects (hosted by an organization) (5.56%)Not yet determined: program in development (4.17%)

Program Scan

01

Here are the results of the analysis of 72 women donor engagement initiatives across Canada

What are the donor engagement program types?

What is their Scope?Local (66.67%)Provincial (9.72%)National (23.61%)
Do donations fundgender-specific programs?Yes (45.83%)No (54.17%)

What issues are covered by these organizations?

Social Services (33.33%)Health (19.44%)Women & Girls focus (13.89%)Education (11.11%)Arts & Culture (8.33%)International Development (8.33%)Environment and Animal Welfare (5.56%)

72

Initiatives

Why do Canadian nonprofits 

focus on women donors?

02

Grow donations and donor pool

Women donors not as fully engaged as could be

Generational shift

Women asked for more engagement

Common Program Models

03

16

1. Mainstreaming gender equity through all fundraising

Historical models: women's auxiliaries & service organizations

Annual donation, membership, opportunities to engage

Exclusive group, major gifts, curated experiences

Volunteer leadership and advocacy

One-off fundraisers:

"As women we need to mobilize"

Giving Circles:

"Contribute an amount, help select recipient"

VIP

2. Women focused programs:

04

What doesn't work in women-focused donor engagement programs

NO PHILANTHROPY EMPHASIS

Members don't prioritize fund development

OVERLY DEMANDING

Donors expect or ask for too much

TOO EXCLUSIVE

Neglecting those that can't reach donation level

BIG TITLES

Focus on big titles instead of big commitment to the issue

ADVOCACY?

Excitement for, but no uptake of advocacy role

"JUST BECAUSE"

Creating a women's committee "just because"

Challenges in overall design and strategy

LACK CONTINUITY OR SKILL

Needs staff continuity and refined skill

LOW INTERNAL SUPPORT

Not enough support due to silos, competition or lack of understanding from male leadership

COLLABORATION & COMPETITION

Working with other women focused events and programs

DEMONSTRATE RESULTS?

How to demonstrate impact?

LABOUR INTENSIVE

Commitment of staff time

Organizational

Challenges

DONOR EDUCATION?

How far and how fast for donor education on social justice?

DIFFERENT OPINIONS

Dealing with diversity of opinions in group

SUSTAINABILITY

Failing to plan for long term engagement

EXPECTATIONS

Expecting women to invite others

MEN?

What is their role? Questioning women-only groups

DIRECT  CONTACT

Dealing with their desire for direct volunteering or use beneficiaries as entertainment

Challenges in program implementation

What works in in women-focused donor engagement programs

05

16

Getting started

CO-CREATION

Engage women donors in creating the program

SENSE OF BELONGING

Create a sense of belonging and of community around the issue

URGENCY

Defined timeline or focal point generates interest

FOCUS ON AN ISSUE

Come together around an issue they care about

INTERNAL RESEARCH

Know your donors

Program purpose

EDUCATION

Combine education with opportunities to take action

TALK OPENLY

About women, philanthropy, gender and giving

INFORM ABOUT PROGRESS

Help women feel connected to the impact

GROUND RULES

Establish and model values

FLEXIBILITY

Multiple opportunities to contribute

GOING DEEPER

Honest communication about systems change strategy

Program implementation

Program elements

05

Promising areas of innovation

DONOR EDUCATION

Deepen donors' understanding of issues, and respect for beneficiaries

EXCITEMENT ABOUT SYSTEMS CHANGE

Include them in the organization's thinking and strategy to affect deeper change

MEANINGFUL ONE-OFFS

Fundraise for initiatives that move the needle

CULTURE SHIFTING & FEMINIST LEADERSHIP

Organizations that embody the change we wish to see in the world

BEQUESTS

Stop ignoring older women and the potential of their legacy giving

INTERSECTIONALITY

Cast a wider net; apply equity and inclusion throughout the organization

Design by: Katherine Mac Donald



www.philab.uqam.ca

Quebec Hub

Research by Juniper Glass

PhiLab Member

Lumiere Consulting

www.lumiereconsulting.ca

Would you like to share your thoughts or insights on the donor engagement of women in Canada? Write to us at philab@uqam.ca , we would love to hear from you!