New report examines gender differences in donors’ characteristics, motivations, views on crowdfunding, and future giving
The Women’s Philanthropy Institute of the Indiana University Lilly Family School of Philanthropy released Gender and Crowdfunding, which examines overall gender differences in how women and men give to crowdfunding campaigns. The report uncovers notable insights on women crowdfunding donors, including their characteristics, motivations, views on crowdfunding and future giving.
Funded by a grant from the Bill & Melinda Gates Foundation, Gender and Crowdfunding finds that nearly 1 in 3 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. What’s more, 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—giving reason for optimism about women’s giving to crowdfunding campaigns.
“Gender and Crowdfunding paints a picture of what the modern crowdfunding donor looks like. 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.
Women crowdfunding donors 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 crowdfunding campaigns. 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.
“Overall, there is an incredible opportunity to grow this giving from women generally and 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,” said Una Osili, Ph.D., associate dean for research and international programs at the Lilly Family School of Philanthropy.
Additional key findings from Gender and Crowdfunding include:
- Nearly 1 in 3 women (31.1%) give to a crowdfunding campaign in a typical year; 40.8% have given to a crowdfunding campaign at some point in the past.
- Women crowdfunding donors 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 crowdfunding campaigns.
- 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.
- Women crowdfunding donors share about causes and projects on social media but are reluctant to directly ask their networks to give.
- Women appear ambivalent about some aspects of crowdfunding; while women say that crowdfunding can highlight and help donors connect to projects, they also express concerns about transparency and accountability.
- Nearly one-third (31.3%) of women crowdfunding donors 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.
About the Women’s Philanthropy Institute
The Women’s Philanthropy Institute (WPI) is part of the Indiana University Lilly Family School of Philanthropy at IUPUI. WPI increases understanding of women’s philanthropy through rigorous research and education, interpreting and sharing these insights broadly to improve philanthropy. By addressing significant and groundbreaking research questions and translating that research into increased understanding and improvements in practice, WPI helps to leverage new and expanded resources for the common good.
About the Indiana University Lilly Family School of Philanthropy
The Lilly Family School of Philanthropy at IUPUI is dedicated to improving philanthropy to improve the world by training and empowering students and professionals to be innovators and leaders who create positive and lasting change. The school offers a comprehensive approach to philanthropy through its undergraduate, graduate, certificate and professional development programs, its research and international programs and through The Fund Raising School, Lake Institute on Faith & Giving, the Mays Family Institute on Diverse Philanthropy and the Women’s Philanthropy Institute. Follow us on Twitter, LinkedIn, or Instagram, and “Like” us on Facebook.