BOY, OH, BOY!

Current research says there are between 25,000 and 30,000 genes in both the human and mouse genomes, with no more than 500 genes separating the two mammals -- but what a world of difference. While overdosing on political convention coverage, I wondered what we would get if we genetically crossed Sarah Palin, John McCain’s self-described “Pitbull with Lipstick” running mate, with Senator Hillary Rodham Clinton. A LOT of attention, that’s for sure!

These two women, 44 and 61 years old, are examples of where non-profit fundraisers should focus attention. Women are working more, earning more and controlling more purchasing decisions. We are being referred to as the Spender Gender. Marketing studies show that in 80 percent to 85 percent of all consumer-buying decisions, women are considered the primary decision-makers. It follows that women make decisions about charitable giving.

Rising female charitable giving may mean charitable organizations must alter the way they design, market and implement their fundraising programs. Female donors value a relationship with the organization to which they contribute. Cultivation of deeper-pocketed women donors requires frequent contact, creating opportunities for involvement and building personal connections.

Word of caution: Much is being made of the youth market of givers to on-line fundraising. It is worthwhile to review donor rolls for women over 50 -- a noticeable portion of that group is well-educated, wealthy, and likely to inherit money from both their parents and their husbands as they age. Because women live longer than men, they will end up in charge of much of the $41 trillion transfer of wealth from generation to generation over the next 50 years. Organizations that ignore them will leave big bucks on the table.

Changing your fundraising culture to pay greater attention to the female giver, whether that would involve retraining staff or redesigning materials or events, could mean hitting the mother lode.* Call me if you’d like to audit your capacity for cultivating female donors.

* (I know, I know, I know….)