The vast majority of professional fundraisers are women (70-80% by most counts), and yet a majority of these women would not consider themselves “power askers.” On the contrary, many would describe their asking skills as weak, timid or even passive.
In the age of #MeToo, it’s time for women fundraisers to stand up and take charge. We need to ask for what we want and what we need.
Money Equals Power
For better or for worse, money equals power.
If women are the front-line fundraisers at the majority of nonprofit organizations, they need to become powerful fundraisers in order to solve the world’s biggest problems.
That’s what this post is all about.
3 Truths that Apply to Women in Fundraising
Here are three truths that apply to you and other women fundraisers. Each is key to becoming more confident and successful in the nonprofit sector — especially when it comes to raising major gifts.
1. You have little to lose.
I’m sure you’ve heard the expression, “no risk, no reward”. However, most women are risk-averse. So every risk they fail to take blunts the opportunity to earn the rewards that come with successfully raising major gifts.
Many fundraisers, especially women, are afraid of offending their donors. Therefore, they choose to err on the side of caution. And while it is possible that you will offend one of your donors, it’s much more likely that you’ll raise significantly more money by asking for more.
If you do happen to offend your donors, simply apologize. It’s that easy. Let your donor know that your zeal for accomplishing your mission may have clouded your judgement, and ask what they had in mind instead.
If you do lose a donor, c’est la vie… life happens. No risk, no reward. For any donor you lose, you will have raised more from another five or ten donors that you asked with confidence and passion.
2. You are better than you think.
Women have many advantages when it comes to fundraising.
As a generalization, women are great listeners — an integral skill when it comes to raising major gifts. Many successful fundraisers describe themselves as “listening” their way to a gift. As a major gift fundraiser, your job is to listen to your donors in order to discover what type of philanthropic gift would meet their needs and desires.
As a group, women are also compassionate and hard-working — two absolutely essential fundraising skills.
And you’re here because you care. Your donors care, too. Use your empathy and sincerity to connect with your donors.
Honesty is always the best policy, and it will establish trust between you, the fundraiser, and your donor. You should feel free to admit your discomfort, and share with your donors. It’s ok to say that you’re out here asking for money because the alternative isn’t an option — i.e., doing nothing while kids go hungry.
As a woman, you already possess many of the natural skills and abilities necessary to make you a great fundraiser.
3. Staying on track puts you ahead of the pack.
Passive fundraising is not an option. Maybe back in the ‘90’s, many fundraisers could sit at their desks and wait for the phone to ring. But that’s hasn’t been the case in a long time.
And yet, most fundraisers are so overwhelmed and overworked that major gift fundraising falls to the bottom of a mile long to-do list. Hoping and praying that major gifts arrive on your doorstep is not going to work.
Though it’s another generalization, there is a lot of evidence to support the notion that women are very good at multitasking — and that’s a good thing for raising major gifts with so many other things competing for your attention.
Major gift fundraising has everything to do with consistency — as those of you who have taken the Major Gifts Challenge can attest.
Simply staying the course and steadily working to raise major gifts every week will put you lightyears ahead of what most others are able to do. This is a tortoise’s raise — slow and steady always wins when it comes to raising major and planned gifts.
As a Woman Fundraiser, You’ve Got What it Takes!
Use your natural instincts, skills and abilities to raise more money. You’ve got what it takes! Simply get out there and ask. Your cause and your mission are too important not to.
A word on my goal to empower women in fundraising…
This year, as one of my goals, I’m setting my focus and creative energy to do more to specifically empower women in fundraising. I want to do everything possible to help you become better fundraisers and nonprofit leaders.
To men — If you’re one of my longtime readers and you’re a man, don’t check out just yet. You work in a sector dominated by women. I encourage you to continue subscribing and enjoying my content — even when it appears that I’m speaking exclusively to women. It will help you to better understand your female colleagues and the challenges they face, making you a more well-rounded fundraiser.
To women — If you’re a woman, I really want to hear from you. What sort of challenges do you face at your organization? And how do you feel about me devoting more content to woman in the nonprofit sector? Please share your thoughts in the comments.
Hi Amy,
I am the E.D. of my organization and of course play an integral role in fundraising. One insight I wanted to share with you is that women fundraisers are all to often portrayed with the same image, attractive (usually white) women in suits and pearls. Case in point, look at the picture posted with today’s article.
The stereotype often matches reality, as this is whom I see most when I attended trainings or conferences. I have been reluctant to fully embrace my title as a fundraiser or development officer, as I just don’t fit that mold ( though I am white and can wear a suit when needed.) I believe one of my strengths as a fundraiser is being more approachable to anyone and meeting them on a more person to person basis. Perhaps helping women to see that anyone with the right training,skills, and passion can successfully fundraise.
Regards,
Jeana Anderson
Thanks for your comments, Jeana. It’s so true. Organizational culture certainly plays a large role. I once worked with an environmental organization, which was right on the water, and the entire staff and board worked in shorts and flip flops!
You are spot on, Amy, that women who need fundraising need extra encouragement! Thank you for making this a focus ~
for women like me!
Your comments are spot on and I know first-hand what it’s like to work for a men’s only organization. I’m the CEO of a men’s fraternity foundation (first and only woman to do this in the country) and have been leading my organization for 11 years and 17 years on our staff.
Fortunately, our donors treat me with the upmost respect and kindness. I have a talented Board of Trustees who believe in and empower me, and believe in our organization. However, I’m always having to prove myself because I’m not a member of the organization and a young female CEO. I also work hard to prove it to myself that I can lead too!
I’ve found it all worth it in building my confidence, leadership abilities, fundraising skills and successes. And fortunately, our organization has drastically grown from assets of $5 million to $21 million as CEO. Having the right fundraising training, coaches, mentors and champions as well as fundraising instincts makes all the difference! We need more female CEOs leading our organizations!
Thanks for sharing, Allison! Sounds like you’re working with some amazing people.
Thank you Amy for your focus on women as fundraisers! I stepped into my role, as Development Director, after the previous DD (a male) passed away unexpectedly. Turns out I am paid about $45K less than him and not sure I have the ‘confidence’ of leadership the way he did. I am keeping up with and some months exceeding budget goals (which I did not create) however there are never kudos – though that is not required – it’s better than nothing. The DD I stepped in for had most of his job in his head so I’ve had to figure out 90% of this job on my own. Though I am competent, love my job, the challenge and our donors, I doubt myself at times. Another big challenge is a database conversion happening, for the entire JCC agency, with a less than marginal fundraising database. I want to make a shout out to Donor Perfect Online. I have used them for years and not until now can I truly appreciate their expertise in managing fundraising for non-profits.
Thanks, Allison. Wow – $45K difference for the same job is completely unacceptable. I realize there’s some wiggle room in salaries for experience and tenure, but that seems extreme. After you’ve been there a year, I would definitely make the case for a major pay raise… assuming you’re meeting your goals. Of course, that may be easier said than done considering what you’ve walked into. If you can, try to find a mentor in the JCC network. It’s a big place and has some really experienced people working there.
Thank you Amy for the encouragement and suggestion. I will look for a JCC mentor.
I’m so looking forward to staying in touch this coming year.
I am excited to follow your content this year. I agree with much of what you said above and know that at times I have most definitely been risk-averse. Truth is that we do not get what we do not ask for! Keep it up and hope to see more and more great content!
I find it hard dealing with male counterparts when i ask them for information to use in fundraising. I feel most of the time i am taken for granted.
I am looking forward to reading what you send and see how it can change me to be a better fundraiser even when it is hard
Thanks for helping women in fundraising! We do typically dominate the sector and could always use more encouragement. I look forward to reading your posts this year and keep up the great work!
I feel like fundraising has changed a lot in the 15 years I’ve been in it, in the beginning it was a career that highlighted skills like thoughtfulness, graciousness, elegant communication. It was a beautiful career for women. Now I feel like I need to become a dude to do this job. I don’t like how it feels. Could you write an article on how to vibe in your feminine energy in order to attract what your organization needs? I don’t want to be a power asker; I want to naturally attract the good things in store for my organization. I don’t want to become a man in order to do a job that has been done by women traditionally. Are there any resources on this?
I recently learned about the power of women in fundraising.
While our perspective in the lower Caribbean may differ, I agree that change is needed.
As a woman who fundraises, we deserve
equal recognition and trust, regardless of gender.
‘As a woman who has asked for donations, I have encountered many offenses.
So gradually on your advice Amy, to commit to empowering my non-profit, I feel more secure.
Bit by bit, I’m making a difference within a market that often has been assumed
to be a man’s world. So thank you.
.
Hi Asyla – Thank you for sharing and keep up the great work. I stand with you. Sending virtual hugs and encouragement.