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What Motivates Women’s Giving?

Although a substantial literature exists as to why people give from the economic, social psychology, and psychology disciplines, there is a paucity of empirical research on specific motives for philanthropic giving (for exception, see Ribar & Wilhelm, 2002 and see Eveland & Cruchfield, 2004; Mount, 1996; Prince, File & Gillespie, 1993 for examples of this literature).  Some research suggests that women are more inclined to help in a relational manner, placing greater emphasis on relationships and on care of the individual, whereas, men tend to prefer more non-relational acts, favoring justice as a reason for wanting to help (Skoe, et al., 2002). Other research indicates that women are more likely to say philanthropy is a way to show human caring and that philanthropy is a way to express their moral beliefs (Newman, 1995).

Kottasz’s (2004) sample of young high-earning professional men and women in London found men to be more motivated by egoistic than altruistic motives when donating to charity, and that men, more than women, claimed they planned to donate more money once they had achieved their financial goals.  Her study found that young affluent women differed than men in terms of “types of cause” and “rewards and benefits sought.”  Women were more prone to donate to a charity that served people and were more interested in obtaining personal recognition for their donations than getting any social benefits (as was preferred more by young affluent men).  Similarly, Parsons’ (2004) dissertation indicated that women prefer to donate anonymously and receive thanks in private.

Van Slyke and Brooks (2005) found that men are less likely than women to cite religious motives.   This study as well as Kottasz (2004) found that women, more than men, give out of a sense of duty.  Kottasz (2004) also found that women feel more strongly that charities are more effective than government or for-profits in providing services to those in need.  Men were more interested in donating to social charities in return for social rewards, while women were more likely to support human service charities in return for personal recognition.

In a study reported earlier from the Center on Philanthropy (Brown & Rooney, 2008), researchers found three statistically significant differences in motives for giving: (1) men were more motivated by a desire to “make my community a better place”; (2) men were more motivated to provide services where government can’t or won’t; and (3) women felt a strong responsibility to help those who have less.  This study also found that women, especially millennial women, respond favorably to a “world” message. Boomer and older women were more likely than boomer men to respond to a message that urges “responsibility to help others.”

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