Women Donors in Seasons of Uncertainty

In this insightful and timely episode of The First Day from The Fund Raising School, host Bill Stanczykiewicz, Ed.D., welcomes back Jacqueline Ackerman, Interim Director of the Women’s Philanthropy Institute (WPI), to explore how women navigate charitable giving during times of economic and societal uncertainty. From pandemics to recessions, Jacqueline dives into the resilient giving habits of women donors, and spoiler alert, they don’t just keep giving, they double down when the going gets tough. Based on findings from WPI’s “Women Give 2024” study, Jacqueline highlights how women’s generosity remained remarkably steady across two decades, even as crises came and went. Jacqueline serves up a generous helping of data with a side of real-world implications: women are more likely to give, give more, and spread that generosity across causes; even if it means getting less recognition. But COVID-19, aka “the she-cession,” threw a curveball. While many women were forced to pause their giving due to caregiving and job losses, those who stayed in the donor pool gave more, a testament to their commitment and empathy. And as we emerge into the “new normal,” WPI expects women’s philanthropy to rebound in full force, fueled by loyalty, community care, and an eye on the impact, not the tax deduction. And speaking of taxes, don’t expect them to be a huge motivator here. While male donors may be charmed by a universal charitable deduction, women are looking at who benefits from their gift. Jacqueline reminds fundraisers: if you want to speak to women donors, tell stories about the people they’re helping, not just the perks they're getting. It’s not about the name on the wall, it’s about the family at the food bank. Women give from the heart, not the ledger. And when they care about your mission? They’re not just writing checks, they’re joining boards, bringing their friends, and becoming powerful long-term allies. The episode closes with an important reminder: women give relationally, not transactionally. Whether it's through giving circles, peer-to-peer appeals, or disaster response efforts, women rally around each other and their communities. But as much as the data can guide fundraising strategy, Jacqueline leaves us with a crucial caveat, don’t mistake trends for rules. Every donor is an individual with their own motivations. The research offers a strong starting point, but the magic still happens in the one-on-one conversation.