Women play a big role in charitable giving, a new report by the Women’s Philanthropy Institute shows.
Researchers analyzed charitable giving records for the 20 months between October 2015 and August 2017, and found that while women represented 51% of overall donations made during that period, they contributed 63% of the total number of donations on Giving Tuesday 2016 and 61% of the total donated.
The research showed that women and men gave about the same amount of money, on average, on this designated giving day (the first Tuesday after Thanksgiving in the U.S.), and tended to give to similar organizations.
The study was funded by a grant from the Bill & Melinda Gates Foundation.
According to the report, the amount of money raised each year since 2012 when the 92nd Street Y in New York launched Giving Tuesday has skyrocketed from $13.5 million to $177 million in 2016, and the number of donations over that period has risen from 100,000 to 1.6 million.
This year’s giving day raised a record $274 million, according to the report, a 55% increase over the amount raised in 2016.
This suggested participation in Giving Tuesday would continue to grow, the report said, highlighting the importance for fundraisers of understanding gender differences in giving habits and using new tactics to maximize giving on this day and beyond.
Why are women likelier to give on Giving Tuesday?