Women can be described as the future major donors: Worldwide, 85– to 90% of the ultimate heirs are women, they are the most active in the field of cultural participation, the number of (highly educated) working women is increasing and for the same number the group that has children is decreasing. However, little attention has been given to female patronage in fundraising. This research therefore focuses on the motivations of women to make a large donation to the arts and culture sector. On the basis of the eight mechanisms by Bekkers and Wiepking and additional theory such as that of the Women’s Philanthropy Institute, a framework is outlined to investigate the influence on women’s giving behaviour. This theory leads to a two-part study, consisting of a qualitative part in which fundraisers and female donors are interviewed, and a quantitative part in which a survey among women is analysed. The results are used to create a so-called fundraising cycle, in which all aspects of fundraising among women are included. The woman as a giver appears to be mainly driven by the mechanisms of reputation, cost, solicitation and values, and is more attracted to making a gift if it promotes emancipation. She tends to give more than money, and can become an ambassador for the organization, continuing the fundraising task of the fundraiser in her own network. Based on these results, concrete recommendations are made that fundraisers can include in their own fundraising cycles.

Onderwerpen: gender filantropie motivatie

Auteur: Janneke Wienen MA