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What the New WPI Data Says

Women’s Philanthropy Institute has come out with a new report about trends involving women in crowdfunding campaigns.

Acting as a supplement to previous research, the report reveals a number of key findings that fundraisers should keep in mind when faced with women donors. Charitable giving is in high demand, thanks to the impact of Covid-19, and therefore these trends are valuable for all involved in the crowdfunding world.

Gender and Crowdfunding Cover (Image Credit: Women’s Philanthropy Institute)

Although it was found that women and men have given roughly the same amount to crowdfunding fundraisers, women were more likely to donate in a typical year. 34% of women were found to donate in a year, while only around 31% of men donated. Overall, roughly 40% of men and women have donated to a crowdfunding movement at one point in their life. 

What sets men and women donors apart is the demographics that make up that 40% of women, and the unique viewpoints and affects they have towards their charitable donating. 

In comparison to women who do not partake in crowdfunding, the women who do are likely to be younger, higher educated, and living in the western portion of the United States. 

Breaking that down even further, when divided into race, more trends can be revealed. Black women, Latina and Hispanic women, and white women are all roughly equal in the amount they give, but which campaigns they choose to donate to varies in one major way. Black, Latina and Hispanic women are significantly more likely to give to strangers. Only around 44% of white women give to strangers, while Latino/Hispanic women give to strangers 60.5%, and black women give to strangers 80.5%.

Women give more in certain instances, but ask less.

Further, women donors are less likely than male donors to give to for-profit causes. Only 3.3% of women donors gave to a for-profit. This usually comes in the form of them giving to family, friends, or charitable organizations. Roughly 48% of women gave to charitable organizations and around 34% gave to people they knew. 

By extension, women are far less likely than men to give because an influencer or celebrity inspired them to. Instead, women far more frequently cite their motivations as being because they believe it will make a difference, they want it to change issues that affect them, and to give back to their communities. 

Women are also more likely to share the projects they fund through social media, which is a valuable action for amplifying campaigns and garnering more support. That being said, women are less likely to ask others directly about donating. Only 36% of women asked others to donate, while nearly 40% of men did. This discrepancy might partly be explained by the stereotype that women who are direct are bossy and aggressive. 

Apprehensions still arise for women donors.

Despite the above mentioned support women give to crowdfunding, they report mixed feelings about it. They do believe that it can be an easy tool for campaigns to use to get funding and that it helps to highlight certain projects and organizations. Women also express worry about the transparency of these campaigns and the level of accountability taken by those hosting them. 

Almost 95% of women donors reported that they would either increase or just continue their financial support of crowdfunding campaigns. The future is bright for women in crowdfunding, but more work can be done in the field to enable women donors.

In order to ensure that women do continue to participate in these efforts, crowdfunding platforms and campaign hosts should utilize this new report to address the issues and concerns of these women. Crowdfunders benefit strongly from the input of women supporters, and therefore should optimize their services for women donors in return. 


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Author: Kimberly Pike

Kimberly Pike is a writer, artist and self proclaimed cat lady living in Rhode Island. She is passionately writing about women’s issues and helping to teach others about it.
View all posts by Kimberly Pike

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One-third of donors directed half their giving to disaster relief | Philanthropy news

Last year, 37 percent of American donors gave half or more of their charitable contributions to disaster relief efforts, and 64 percent gave to a charity they had never supported before, a survey commissioned by Vanguard Charitable finds.

Conducted by the Harris Poll on behalf of Vanguard Charitable, the survey of more than 1,300 American donors found that the top reasons American donors gave to disaster relief included wanting to assist those impacted by humanitarian crises (46 percent), feeling overwhelmed by a situation and wanting to help (33 percent), seeing charitable giving as the only way they could provide support (30 percent), and having a personal connection to the disaster/crisis (30 percent). The survey found that donors who contributed to disaster relief efforts gave more overall, meaning that disaster relief giving did not take away from, or occur in place of, ongoing giving. 

“From COVID-19 to a devastating humanitarian crisis caused by the war in Ukraine, we’ve seen donors respond to disaster relief needs in inspiring and meaningful ways,” said Vanguard Charitable president Rebecca Moffett. “In fact, this data reflects that disaster relief support is an integral part of the giving landscape, often increasing total generosity as donors look to give when and where support is needed most. And because the money in donor-advised funds has already been set aside for charitable purposes, donations from DAFs tend to be more responsive in moments of crisis, and more resilient during moments of economic uncertainty.”

(Photo credit: Getty Images/Drazen Zigic)

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Trust in nonprofits fell slightly last year, survey finds | Philanthropy news

While there is room for U.S. institutions across the board to increase public trust, a majority of respondents believe nonprofits will do what is right for society, a survey conducted by Independent Sector finds. 

Conducted in February in partnership with Edelman Data & Intelligence, the third-annual Trust in Civil Society survey found that 56 percent of Americans said they trust nonprofits, down 3 percentage points from the 2020 benchmark study (59 percent). Trust in philanthropy edged down from 36 percent to 34 percent during the same period. According to the survey, financial well-being and education are major drivers of trust, and trust of nonprofits among women fell during the pandemic.

Given the findings, Independent Sector recommended that nonprofits work to make greater progress to support and strengthen the country, for example by leveraging trust in the social sector to strengthen U.S. democracy, deepening engagement with communities and institutions, and upholding public expectations of government accountability.

“Increasing public trust of institutions and the social sector is a pressing issue for the U.S. We all benefit from strong public trust,” said Independent Sector president and CEO Daniel J. Cardinali. “Trust is the priceless currency for nonprofits, philanthropies, business charity programs, and all of us to build a healthy, equitable society. We see what happens when trust breaks. Our 2022 Independent Sector Trust in Civil Society report elevates important data and recommendations for conversations about how the social sector can engage more deeply and do better so everyone in our country thrives.” 

(Photo credit: Getty Images/SDI Productions)

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Digital, other channels of giving are expanding, study finds | Philanthropy news

Emerging trends in the United Kingdom and Brazil reveal an expansion of digital and other types of channels for giving, including online giving, crowdfunding, charity rounding up, and social impact publishing, a new research series from the Indiana University Lilly Family School of Philanthropy at IUPUI finds.

The research series, Digital for Good: A Global Study on Emerging Ways of Giving, builds on the school’s Global Philanthropy Environment Index and Global Philanthropy Tracker and will be released in phases over the next five months. The first two studies examine philanthropic engagement in Brazil and the UK prior to and throughout the COVID-19 pandemic, with profiles of China, India, Kenya, Singapore, South Africa, and South Korea to follow.

Based on an analysis of three case studies in Brazil, the first profile found that prominent emerging ways of giving include charity rounding up, crowdfunding, and social impact publishing, which involves the production of inspiring, revenue-producing editorial content. Donations collected through rounding up for charity via Arredondar increased from BRL1,091 in 2013 (equivalent to $590 in 2021, adjusted for inflation) to more than BRL1.6 million in 2020 (equivalent to $330,186 in 2021, adjusted for inflation). In addition, the study found that the most successful initiatives prioritized transparency and accountability in giving.

Based on an online survey of nearly 3,000 individuals in the UK, the profile found that prominent expanded methods of giving include online giving and crowdfunding. Among donors interviewed between May and July 2021, 60 percent reported that gifts they had made in the past year had been made online, with the most common way being through a third-party app. In addition, researchers found that 63 percent of people who used social media to request donations also made requests in person.

“The results of the first two country profiles suggest an evolution in giving practices and highlight a significant expansion of digital giving practices and peer-to-peer giving,” said Amir Pasic, the Eugene R. Tempel Dean of the Indiana University Lilly Family School of Philanthropy. “While these findings are the first in a series, the documented growth in digital giving and shifting donor expectations in the UK and in Brazil reinforce existing evidence that digital practices can help democratize the practice of philanthropy. Digital innovation makes philanthropy accessible and fosters greater transparency and accountability for how gifts lead to impact.”

(Photo credit: Getty Images)

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