How Women’s Giving Has Evolved: A 20-Year Look at Gender & Philanthropy

By Jacqueline Ackerman , Interim Director

As we reflect on the past two decades, it is clear that women’s philanthropy has been shaped by significant societal and economic shifts, from the aftermath of the Great Recession to the unprecedented challenges brought on by the COVID-19 pandemic. The Women Give 2024: 20 Years of Gender & Giving Trends report from the Women’s Philanthropy Institute (WPI) at the Indiana University Lilly Family School of Philanthropy provides an in-depth look at how women’s giving patterns have evolved in response to these changes. It’s a study that both highlights the resilience of women as donors and sheds light on the vulnerabilities that have emerged, particularly in light of the pandemic.

Drawing on data from the Philanthropy Panel Study, the largest longitudinal survey of philanthropy in the U.S., the report provides a comprehensive analysis of giving patterns from 2000 to 2020, offering key insights for nonprofit leaders and policymakers navigating a rapidly changing philanthropic landscape.

The Resilience of Women Donors

One of the most striking takeaways from the latest Women Give report is the resilience women have demonstrated in their giving habits, even in the face of economic shifts. The report underscores that, while the “declining donors” trend—which refers to the overall decrease in the number of households engaged in charitable giving—has affected both men and women over the last 20 years, single women showed a more robust ability to weather these changes. Their giving participation didn’t decline as sharply or as early as that of single men, offering a glimpse of women's extraordinary commitment to generosity.

Adaptability During Crisis

The COVID-19 pandemic has had a profound impact on giving behaviors across the board, and this research highlights how single women adapted their giving habits during this time. While fewer single women donated in 2020 compared to previous years, those who did give contributed more on average—especially to secular causes.

The increased dollar amount suggests that while the pandemic might have affected women’s giving, it didn’t diminish the size of the contributions from those who remained engaged. This is a testament to women’s ongoing commitment to the causes they care about, even when faced with uncertainty.

Economic Challenges

The pandemic’s economic toll—particularly the disproportionate impact on women, especially in lower-income groups and among women of color—revealed vulnerabilities in women’s giving behavior. Women who lost earnings during the COVID-19 pandemic were less likely to give to charity, a trend that wasn’t as prevalent among single men or married couples. Economic challenges faced by women can directly impact their ability to give, underscoring the importance of addressing financial instability and offering support for women to remain engaged in philanthropy.

The Future of Women’s Giving

The study situates its findings within the broader context of societal shifts, including delayed marriage, declining birth rates, and the growing importance of women’s incomes to family economic stability. These trends, coupled with the pandemic’s disproportionate impact on women, have reshaped how women engage in philanthropy.

In times of instability and uncertainty, at least one thing is clear: women’s philanthropy is on the rise and will continue to grow and become even more prominent in the philanthropic world. Women donors are looking for opportunities to engage meaningfully, and they expect organizations to meet them where they are, with transparency, flexibility, and a clear commitment to social change.

By understanding the unique behaviors and preferences of women donors—whether it’s through their adaptability in times of crisis, their support for grassroots initiatives, or their increasing focus on long-term change—nonprofits can build stronger, more inclusive relationships with the women who will shape the future of giving.

How has your organization adapted to changing trends in women’s philanthropy over the past few years? What strategies have you found most effective in engaging women donors? I would love to hear your reflections and thoughts.?

To learn more about Women Give 2024: 20 Years of Gender & Giving Trends, please visit the Full Report and Infographic.