Making A Difference: New Wealth, Women & Philanthropy: Partnerships For Supporting Women & Girls

Publication Date: Sep 2001
How do women's funding organisations tap into the new wealth of women entrepreneurs? This report reveals the specific factors that motivate women with new wealth to become involved with, donate to and partner with a foundation. Such women primarily see themselves as agents of change and community activists. They understand the need to improve women's and girls' lives as individuals but are less comfortable or not so concerned with bringing about systemic change. This report therefore underlines the need for women's funding organisations to take this perspective on board and suggests that specific language and marketing strategies be used to target these donors. Newly wealthy women need personal involvement, they want to give back to their community and they want to know that they are making a difference. This tool describes the processes of engaging with such donors and of putting together an appropriate marketing brief.