4. Women Control the Lion's Share of Consumer
Spending Note: Chart in US Trillion Dollars
Controlled by Women
Controlled by Women Total
5.9
4.3 1.6
1.0
10 0.9
09
0.7 0.6 0.7 0.4
0.5
1 0.7 0.6 0.5 0.3 0.4 0.3 0.3
U.S.
US Japan Germany UK France China Italy Spain Canada
(C) The Osborne Group, Inc. 4
6. Women Better Governance
Women=Better Governance*
*Wellesley Center for Women
• Critical mass = 3+
• More collaborative
leadership
• Better listening
• Social support
• Win‐win problem solving
• Expansive discussion of
tough issues and issues
tough issues and issues
pertaining to multiple
stakeholders
(c) The Osborne Group, Inc. 6
7. Women Make the Decisions!*
*Harvard Business Review, September 2009
• 94% of home furnishings
• 92% of vacations
• 91% of homes
• 60% of automobiles
60% of automobiles
• 51% of consumer electronics
(C) The Osborne Group, Inc. 7
8. Women Drive Philanthropy as Well
py
Fidelity Charitable Gift Fund Survey, May 2009, 1,000 adult donors over $1,000
Men report:
p Women report:
p
• 92% ‐ spouse is primary • Range of influences:
influence • 84% ‐ spouse
• 81% ‐ defer to spouse • 24% ‐ family
on where to give • 23% ‐ friends
• 84% d f t
84% ‐ defer to spouse • 17% co workers
17% ‐ co‐workers
on how much to give • 50% are the primary
decision maker on
philanthropy in their
household
(C) The Osborne Group, Inc. 8
9. For Some Earning Power has
Increased* *USA Today, September 2009
I d*
Age Men Women
• People 54 or younger
People 54 or younger
15‐24 ‐9.7% ‐3.3%
are losing ground
25‐34 ‐11.7% ‐2.9%
financially at an 35 44
35‐44 ‐6 8%
6.8% ‐.08%
08%
unprecedented rate 45‐54 ‐11.2% ‐4.8%
• People 55 and older are 55‐64 ‐2.3% 20.6%
enjoying a four‐decade 65‐74 8% 8.7%
75+ 1.9% 3.5%
run of income growth
• Older women are the
ld h
biggest gainers Chart represents change in median
income from 2000‐08 in 2008 dollars
i f 2000 08 i 2008 d ll
(C) The Osborne Group, Inc. 9
10. Generous Single Women*
g
*IRS
• Single women at the top of
Single women at the top of • Men in the same group
Men in the same group
the income scale give away only 36%
($10million+ AGI) give
away 142% of their
income and non‐ • They both give away the
investment assets same % of investment
– Single filer women are assets
significantly more generous
than men at all levels of
than men at all levels of
income
(c) The Osborne Group, Inc. 10
11. Entrepreneurial Women
Entrepreneurial Women*
Millionaire Women Next Door, Thomas J. Stanley
• Harder to find using traditional
research
• Focus on privately‐owned
businesses in the area
– 17% growth in last decade,
fastest growing business
segment t
• Read professional journals,
attend meetings and trade
shows
• Effective strategies: giving
circles, networks, collaborative
efforts
(c) The Osborne Group, Inc. 11
12. Women and Giving Circles*
g
*New Venture 2009 Study
• Give more than non‐giving circle members
Give more than non giving circle members
• Give more strategically
• Have more knowledge about their community
Have more knowledge about their community
(C) The Osborne Group, Inc. 12
13. Women’s Giving Motivation*
g
*Women’s Philanthropy Initiative
Which of these wouldn t be
Which of these wouldn’t be • Create new solutions
true for men as well? • Change things for the
better
– 98% of women’s fund
98% of women s fund
report “achieving social
change” as highest
priority* *Foundation Center
• Commit through
h h
volunteerism
• Connect with the human
faces gifts impact
• Collaborate; shared vision
• Celebrate – have fun
have fun
(C) The Osborne Group, Inc. 13
14. High‐Income Women
g
Fidelity Charitable Gift Fund Survey, May 2009, Women w/ household income over $150,000
• More likely than average donor to:
– Want their gift to be public – not anonymous
– Give through a CRT or donor advised fund
– Use securities to give
g
– Seek guidance from financial planner
(C) The Osborne Group, Inc. 14
16. Factors*
*Bank of America, University of Indiana 2009, High net work donors w/$200K+ income and
*B k f A i U i it f I di 2009 Hi h t kd /$200K i d
$1,000,000 in liquid assets
• Attending religious services
g g • $111 137
$111,137
– $76,112
• Volunteering • $124,267
– $35,127
• Using professional expertise • $158,194
• Engaging children in • $243 935
$243,935
philanthropy – 3x as much as those
who did not
(C) The Osborne Group, Inc. 16
18. Is this as true for us as it is for
business?**Adapted from “The Female Economy,” Harvard Business Review.9.09
b *
Women represent the
Women represent the They fail to explore how
They fail to explore how
largest market to meet women’s needs
opportunity in the Those that offer tailored
world opportunities that go
Despite our dominant beyond “make it pink”
buying power, and are positioned to win
philanthropic decision
making, most
making most
companies market to
and engage mostly men
and engage mostly men
(C) The Osborne Group, Inc. 18
19. Brainstorm New Ways to Engage
Female Donors
l
• We know that
engagement leads to
giving
• Not all women are
ll
seeking the same things
• How might you tap into
How might you tap into
expertise?
• Desire for
collaboration?
• Involving family?
(C) The Osborne Group, Inc. 19
21. Diversity What Do YOU Mean?
Diversity – What Do YOU Mean?
• Backgrounds
• Geography
• Ethnicity
• Race
• Gender
• Economic class
• The people we serve
The people we serve
• World views
22. World Views
World Views
• Meet basic needs
Meet basic needs
• Save or transform one
life
• Strengthen the
community i
• Have a greater
societal impact
• Save the world
(C) The Osborne Group, Inc. 22
23. The Benefits of Diversity and Inclusion
To Name Just a Few
1. When everyone comes from similar backgrounds they
y g y
tend to agree rather than challenge
2. Diversity enriches discussions, adds perspectives,
offers fresh approaches
ff f h h
3. On Boards, according The Wall Street Journal, it leads
to more innovation, outside the box thinking and
to more innovation, outside‐the‐box thinking and
better governance
4. Diversity also helps bring in new, untapped resources
from other communities and spheres of influence
5. Sends a positive message to potential students and
donors
donors
24. People of Color Giving Characteristics*
p g
*Financial Times.1.3.07
• Family • Philanthropy improves
Philanthropy improves
• Religion community
• Giving is personal and
Giving is personal and • Self‐help
p
informal • Most likely giver –
• Change society
Change society older, female, college,
g
• Obligation to help higher income
others be prosperous
p p
25. Boomer‐Age Donor Comparison
* AARP Minority Time and Money Survey, Philanthropy Among African‐American Donors: A Generational
* AARP Mi it Ti dM S Phil th A Af i A i D AG ti l
Analysis” by Felinda Mottino and Eugene Miller
• 91% African Americans gave
91% African Americans gave
– Motivation most often cited: desire to effect social change
– Focus on church as center for community development,
educational institutions are close behind
• 90% Hispanic Americans gave
• 89% Asian Americans gave
• 84% White Non‐Hispanic Americans gave
26. Strategies for Attracting and Engaging
More Women
1. To your board
To your board
2. To leadership annual
g g
giving
3. To major and planned
g g
giving
(C) The Osborne Group, Inc. 26
27. The Tarnside Curve of Involvement
High
Taking Personal
Responsibility
Ownership
Giving
Commitment
Engagement
Low
Awareness Interest
Low INVOLVEMENT High 27
29. Securing Yeses
Securing “Yeses”
Your Institution
Y I tit ti
Vision and Leadership
Vision and Leadership
Philanthropy
Timing
g
Purpose
and Impact
and Impact
(c) The Osborne Group, Inc. 29
30. Need Help With the Take Off?
• Want to learn more?
Email us!
Email us!
• mail@theosbornegroup.com
• The Osborne Group is a
full service management,
full service management,
consulting and training
firm specializing in
philanthropy, opinion
research and
h
organizational
management
This presentation is the copyrighted property of The Osborne Group, Inc.
This presentation is the copyrighted property of The Osborne Group, Inc.
(TOG) www.theosbornegroup.com It cannot be used, copied, sold or given
away without written permission from TOG
(C) The Osborne Group, Inc. 30
