Women Crowdfunding Donors Say They Will Keep Giving
September 4, 2021 — Women who donate to nonprofit crowdfunding campaigns tend to be younger, have higher levels of education, and are more concentrated in the western U.S., compared to women who do not give to nonprofit crowdfunding campaigns, according to a recently completed study.
The analysis, summarized in a Gender and Crowdfunding, a report released by the Indiana University Lilly Family School of Philanthropy, found that nearly one in three women (31.1%) give to a crowdfunding campaign in a typical year, and 40.8% have given to a crowdfunding campaign at some point in the past.
Of these donors, nearly one-third (31.3%) plan to increase their contributions to these campaigns in the near future, while the vast majority (94.6%) plan to maintain or increase their contributions, providing reason for optimism about women’s giving to crowdfunding campaigns.
“This report reinforces that women are generous and that they use many tools to be generous, whether that is crowdfunding, volunteering, or traditional charitable giving,” said Jeannie Sager, director of the Women’s Philanthropy Institute at the school.
The study also examined what might hold women donors back from using their influence to promote generosity through crowdfunding.
For example, they are willing to share about causes and projects on social media but are reluctant to directly ask the people in their networks to give. Women also say that crowdfunding can highlight and help donors connect to projects, but they express concerns about transparency and accountability.
Una Osili, associate dean at the school, said the new research suggest that “from women with diverse backgrounds – and young women in particular. To fully realize this potential, fundraisers and social platforms alike must learn to better engage these donors, especially through building trust, knowledge and community.”
The analysis also found that:
Women contribute the most to crowdfunding campaigns for family members or close friends and for charitable organizations; they are less likely to contribute to for-profit crowdfunding ventures.
Women crowdfunding donors tend to cite traditional philanthropic motivations for making their contributions, such as believing a gift will make a difference or to remedy issues that have affected them or their loved ones; women are less influenced to give by celebrities or influencers.
The vast majority of women who contribute to crowdfunding campaigns (94.6%) plan to maintain or increase their contributions.
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