Overlooked for hundreds of years for their planned gifts, it has only been in the past decade that women have gained attention in society as philanthropists in their own right. The competition for private support has now focused greater attention on targeting women as prospective planned giving and major gift donors.

Information on marketing planned gifts to women highlights how women can make big differences in philanthropy due to their strong ties to charities.

Women who make charitable gifts value a participatory relationship with the organization to which they contribute, while men desire recognition and status. At the same time, there has long been a correlation between giving and volunteering among both women and men -- the more active the volunteer, the more charitable giving that occurs.

Situations that determine why people give include peer pressure, personal involvement, planning and decision making, networks, family involvement, culture role identity, tradition, and disposable income.

To be effective as a philanthropist does not require wealth, but a desire to make a difference by utilizing the strength in numbers of others for a common good.

There are six motivations women have for making a charitable gift:

1. Change -- An ability to be an agent for immediate (not gradual) change and make a difference in society. Money is the tool for change and women desire to be active participants in the process.
2. Create -- A desire to create new ways of doing things and a commitment to a long-term relationship with the charity.
3. Connect -- Women desire a strong meaningful connection to the organizations they support with gifts. Such connections should be established prior to the individual making a gift and must be nourished throughout the relationship. Women will not support projects simply because they are about women.
4. Commit -- The volunteer commitment of women is noteworthy.
5. Collaborate -- Working with others is an essential element in creating partnerships. Collaboration bypasses competition, eliminates duplication, and takes advantage of limited resources.
6. Celebrate -- A celebratory atmosphere makes giving enjoyable and encourages philanthropy by others. Celebrations can be directed at individuals, small groups, or large gatherings. Celebrating philanthropic deeds and milestones makes everyone feel good about themselves and the organizations they support.