Connecting with Women in Philanthropy
Olivia Hairfield
Published: 09/12/2024
During the 2024 Convene Canada conference, I was particularly inspired by a presentation by Jennifer Molloy, CFRE, chief executive officer at Royal University Hospital Foundation, and Christy Miller, MPNL, senior consultant at Global Philanthropic Canada. The presentation, “Women Forging the Future of Healthcare through Philanthropy” explored the power of women in charitable giving and the perspective women bring when they consider giving to a cause. Given women in the US are projected to own $30 trillion of personal wealth in the country by 2030 and 86% of women say they wish they could be doing more to make a difference, it’s important to consider how women want to give back. With guidance from Jennifer and Christy, this article will share insight on how you can better relate to women donors and examples of meaningful ways to connect women with your organization.
What Sets Women’s Philanthropy Apart
As women gain more control over wealth, they’re becoming more intentional about how they give. Unlike traditional models of philanthropy, which often rely on top-down decision-making, women tend to collaborate and engage directly with the causes they care about. They’re not just interested in writing checks—they want to be involved, understand the impact of their contributions, and work alongside others to create systemic change.
Women tend to do more due diligence on the causes they support, looking for transparency, ethical governance, and a clear path to making a meaningful impact. They often seek out organizations that align with their values, particularly in areas like equity and representation. Women are also known for giving back in ways beyond monetary donations. Whether that’s volunteering their time, making non-financial donations, or purchasing products from social responsible businesses, their tactics for support vary.
Another key difference is that women are less motivated by recognition and more driven by the opportunity to create lasting change. They tend to engage in more collaborative giving, often through initiatives like giving circles, which allow donors to pool their resources and make a larger impact collectively. This sense of community is central to how women approach philanthropy—they understand that they are more powerful together than they are alone.
Insights in Action: Women Leading Philanthropy
Jennifer’s team at Royal University Hospital Foundation has found a recipe for engagement that speaks to several key motivators for why women give with their Women Leading Philanthropy (WLP) program. Launched in 2017, WLP is a unique giving circle designed to engage women donors in a meaningful and direct way. The program allows women to vote on healthcare research projects, giving them a real say in where their donations go. Each year, members gather to hear from finalists and collectively decide which one will receive the program’s $100,000 grant.
One recent success story from WLP is a project led by Dr. Mita Mana, which focused on mainstreaming genetic testing for breast cancer patients. This project dramatically reduced wait times for genetic testing from up to five years to just a few months, giving thousands of women quicker access to life-saving information and care. Dr. Mana’s project resonated so deeply with WLP members that it not only won the grant but also attracted an additional $50,000 donation from an outside supporter who was inspired by the initiative’s potential to save lives.
The hands-on approach is what makes WLP so unique. Women donors aren’t just contributing money—they’re contributing ideas, time, and strategic input, ensuring that the causes they care about receive the support they need to thrive. Through WLP, women in Saskatchewan are directly shaping the future of healthcare, one project at a time.
Advice from Jennifer and Christy
For those interested in pursuing a giving circle to connect with the women in their community, Jennifer and Christy have words of guidance:
- Find the women who will be your champions.
Identify people in the community who would be good candidates for the group and active promoters of the program. Think about women who are leaving your board and looking for ways to stay engaged. Reach out to community leaders and influencers. Speak with grateful patients passionate about giving back.
- Make sure you have the staff to support the program.
Ensure you have buy-ins from management and at least two staff members engaged. Do you have participation from a physician to help select appropriate projects?
- Be thoughtful about potential projects.
Women seek systematic change, so take time to identify the major issues facing your community. Appropriate projects will have strong alignment between the needs of the community and your institution’s unique strengths.
- Prioritize communication.
Make sure your members receive clear updates about successes and setbacks and maintain transparency throughout the process. Women want the details.
The Future of Healthcare Philanthropy
As women continue to rise in influence, both in terms of wealth and leadership, their impact on philanthropy will only grow. Programs like WLP demonstrate the potential of women-led giving to create sweeping changes in healthcare and other sectors. By giving women the tools and the platform to direct their donations, we’re not only making philanthropy more inclusive—we’re also ensuring that the causes women care about receive the attention and funding they need.