How nonprofits can prepare for rise of women in philanthropy

With American women expected to inherit and control $30 billones en activos financieros in the next four years, the philanthropic landscape is undergoing a significant shift that’s already transforming how nonprofits must reach out to—and retain—female donors with a more personal and purpose-driven approach.

The idea of philanthropy as just writing a check is quickly becoming a thing of the past, especially for women. "It's not transactional anymore," said Brooke Clark, an institutional client advisor at BOK Financial® who works closely with nonprofit and foundation clients.

"The women I speak to are interested in understanding how charities will utilize their donations before they contribute," she explained. buscan transparencia e impacto. También están pensando a largo plazo sobre el tipo de futuro que quieren ayudar a construir".

Esta mentalidad a menudo conduce a una participación más profunda. Women may also volunteer for the organizations they donate money to, serve on boards or help fundraise alongside their financial gifts. "Their giving is often rooted in lived experiences, supporting causes that helped them or their families," said Clark.

In turn, many nonprofits already are adapting their approaches. "We're seeing more women's giving circles and donor networks," she explained. "Organizations are beginning to recognize that women are a powerful philanthropic force and are building engagement strategies around that."

However, given the expected scale and impact of what experts are calling the "Great Wealth Transfer," fully preparing for it will require nonprofits to redefine their relationships with prospective and existing donors. This reconfiguration should include:

1. Expecting a more values-driven approach

Women donors often take a highly intentional, values-based approach to philanthropy. They are less likely to give out of obligation and more likely to align their support with missions that reflect their personal beliefs and lived experiences. As Clark explained, "Women in philanthropy are trying to find organizations or missions that are meaningful to them and that will genuinely impact their future and their kids' future."

What this means for nonprofits:

• Clearly articulate your mission, outcomes and impact
• Connect your work to real-world change
• Show how donor dollars translate into measurable progress

That last point is critical. Generalized messaging is no longer enough, as these donors want clarity and specificity, Clark said.

2. Be prepared for deeper engagement

Many women donors want a more active role in their philanthropy, which can include site visits, engagement with leadership and opportunities to see programs firsthand.

This level of involvement marks a shift from passive giving to participatory engagement-where donors expect access, visibility and connection-and can work hand-in-hand with a values-driven approach. As Clark explained, "Bring them on site and show them where their donation is going and the actual, real-life impact."

What this means for nonprofits:

• Create meaningful opportunities for donors to engage beyond financial contributions
• Invite them to experience your work directly
• Offer transparency into how decisions are made and how outcomes are achieved

3. Prioritize relationships over recognition

Due to this desire for deeper engagement, many donors today place a higher value on trust, partnership and shared purpose rather than receiving acknowledgments and accolades. While donor recognition still has a place, nonprofits should use it alongside giving philanthropists other ways to feel a part of the organization, according to Clark.

“There are all sorts of committees that can be formed, so that donors can feel involved without being part of the board,” she said.

What this means for nonprofits:

• Personalize communication and demonstrate listening
• Focus outreach on connection and impact
• Shift from a “donor-recognition” mindset to a “donor-relationship” model

4. Highlight collaboration and collective impact

Many women donors are drawn to collaborative models of giving, including giving circles and pooled resources that address complex challenges. At the same time, nonprofits themselves are increasingly working with other organizations to meet the growing demands they face with the limited resources that they have.

“You’re seeing a lot of collaboration between banks, charitable gift planner associations and private wealth teams,” Clark said.

What this means for nonprofits:

• Showcase partnerships with other organizations and stakeholders
• Emphasize shared impact, not just individual success
• Explore collaborative funding models

These partnerships can also help nonprofits expand their reach and capabilities without significantly increasing internal staffing, Clark said.

5. Strengthen your impact story—and your data

Today's donors expect both emotional connection and measurable outcomes. Storytelling still matters, but it must be supported by concrete evidence and transparency.

And that transparency extends to funding realities. "We frequently hear about funding cuts to nonprofits, but be very clear about what's getting cut," Clark said. "Is it funding for education or transportation outreach, or a grant that provided the salary for a grant writer? Be specific about what the cuts are instead of a generalization."

What this means for nonprofits:

• Pair compelling narratives with clear data
• Track and communicate outcomes, not just activities
• Be transparent about both successes and challenges

6. Plan for intergenerational conversations

Women are often central to family decision-making around philanthropy and play a key role in shaping the next generation of donors, so nonprofits should make future-planning part of their conversations with donors today. "They should ask questions like, 'What are you going to be doing with your donations as time goes on?'" Clark advised.

What this means for nonprofits:

• Discuss long-term giving strategies with current donors
• Explore legacy giving and donor-directed programs
• Build relationships that extend across generations

Early engagement helps position nonprofits as partners in a donor’s long-term philanthropic vision, not just as recipients of current gifts.

7. Reevaluate your communication style

How nonprofits communicate is just as important as what they communicate. With limited marketing budgets, many organizations rely heavily on their extended networks to amplify their message, especially though social media, Clark noted. "They depend on people sharing, liking and engaging with social posts," Clark said.

What this means for nonprofits:

• Use clear, conversational and authentic language
• Focus on real stories and outcomes
• Create content that supporters are motivated to share

Conclusiones

The rise of women in philanthropy represents more than a demographic shift; it reflects a broader evolution in how giving works. For nonprofits, this is a moment of opportunity, but it requires building authentic relationships and clearly demonstrating the impact of the donations that you receive.

As Clark said, "Don't be vague in what you're trying to achieve and the mission. Everybody says, 'We want to be successful.' What does that look like? What are some of the measurable goals where you can say, 'Here's where your donation is going and this is the impact you are making personally now and in the future.' That's what donors want to see."