Compared with men, women give more on online donation platforms, make smaller gifts to smaller nonprofits, and contribute more to women's and girls' organizations, a report from the Women's Philanthropy Institute at the Indiana University Lilly Family School of Philanthropy finds.
Based on more than 3.7 million transactions from four platforms (GivingTuesday via Charity Navigator, GlobalGiving, Givelify, and Growfund via Global Impact), the report, Women Give 2020 – New Forms of Giving in a Digital Age: Powered by Technology, Creating Community (48 pages, PDF), found that, in terms of both the total number of gifts and total dollar amounts, women give more online than men, and that while average gift size on the four platforms was roughly equal or slightly larger for men, donations from women accounted for between 53 percent and 61 percent of the total given.
According to the report, women gave a larger share of smaller donations under $100 than men and a larger share of donations to organizations with smaller annual budgets on three of the four platforms, while women's and girls' causes and organizations received substantially more online support from women — between 60 percent and 70 percent of total dollars, depending on the platform. In addition, a case study of GivingTuesday data found that expanding the definition of philanthropy beyond financial resources to include the volunteering of time or skills appealed to women donors and helped spread the global movement.
Funded by the Bill & Melinda Gates Foundation, the study found that online giving platforms make it easier for women to give to causes aligned with their values and interests by curating and helping identify potential recipient organizations. At the same time, the report notes that in order to appeal to women donors, platforms and nonprofits need to focus on building trust and community with donors — both online and offline.
"Everyone can demonstrate they have the power to be the change they want to see in the world through philanthropy thanks to technology and social media," said Women's Philanthropy Institute director Jeannie Sager. "For years, our research has shown that women give more than men. Now, we know the pattern continues via technology, enabling women of all backgrounds to connect and build powerful, trusted online communities that support broader causes as well."