In nearly 90% of high-net-worth households, women are either the sole decision maker or equal partners in decisions on charitable giving, according to a Bank of America Merrill Lynch survey in conjunction with The Center on Philanthropy at Indiana University.
Non-profit organizations should adjust their messaging accordingly, BoA said. Most notably, women want to be far more engaged in philanthropy than men, as evidenced by the fact they spend more time than men on due diligence in making charitable decisions. Women expect a deeper level of communication with the organizations they support—and want to know, specifically, what kind of an impact their gift will make. In fact, many women want to be actively involved, and often volunteer, at the charitable organizations of their choice.