Do You Know What Boys Want?

Men are a somewhat forgotten demographic in the fundraising world. Nonprofits have long created campaigns that target women, minorities or other specific groups, but men seem to fall by the wayside, lumped into other general campaigns.

This probably is a mistake. Those few groups that do target men as potential donors find that while men give to fewer causes than women do, they give more to those causes they support — and there are some proven ways to make your work their cause.

Natural competitors
Men love to compete, and this can work to the advantage of any nonprofit. A January 2006 study conducted by the Wharton School at the University of Pennsylvania and Indiana University found that donors were more likely to make larger gifts if they knew a person of the same sex had given a significant amount.