The philanthropy of influential women has a long history, from Queens Isabeau of Bavaria and Catherine de’ Medici in Europe to American producer Oprah Winfrey today. But parity still has progress to make in the major administrative committees of Quebec non-profit organizations (NPOs) and funding committees. The new study on business volunteering by the philanthropy consulting firm Épisode provides ways to encourage the philanthropic commitment of businesswomen.
As part of this study, Épisode commissioned Léger to conduct a survey of Quebec executives and managers aged 35 and over working closely with senior management and earning a salary of $100,000 or more (27% of whom are women). , thus standing out for their ability to donate. It aims to reveal their expectations, perceptions and behaviors, but also to highlight the distinctions that exist between men and women. Respondents belong to two distinct groups: business volunteers and high-profile business volunteers, ie people who work in a voluntary capacity in a non-profit organization and solicit donations.
“We want to launch projects rooted in a sustainable perspective,” says Épisode president Laetitia Shaigetz. She notes that within NPOs, there are still difficulties in achieving parity on boards of directors — especially in organizations that generate revenues of more than $500,000 — and on fundraising committees. In fact, according to research by Episode, 20 major campaign volunteer cabinets had only 31% women. “We want to help them more easily recruit businesswomen who want to invest in these roles. Understanding women’s motivations and behaviors with regard to their voluntary work allows us to better reach them,” she emphasizes.
Consider themselves “capable”
The Épisode study provides interesting information on the criteria that lead businesswomen to choose a cause in philanthropy. “They identify more criteria of a qualitative nature, such as interest in the cause or loved ones affected. Well-known women volunteers and men in general tend to have a slightly more entrepreneurial approach: these two groups are particularly more sensitive to the aspects of sound management, transparency, credibility and the organization’s influence,” explains Amélie L. ‘Heureux, senior advisor to Épisode, who directs all studies there on trends in philanthropy in Quebec. The survey also shows that professional or business development (sharing of expertise, influence, network development) motivates well-known women volunteers more than others.
The women surveyed also need to clearly understand the expectations of the NPO. “They are not going to commit to doing something that they do not believe they can deliver,” observes Amélie L’Heureux. If we ask for their expertise to raise funds, for example, they will make sure they are capable of doing so. A form of self-censorship that has already been observed many times in the field of business.
“Employers must guide their leaders in their social implications and encourage them to become more involved, because the whole of society benefits”
Less popular roles
Another phenomenon emerges from the study concerning the nature of the missions accomplished in philanthropy. “We see that men, like women, do not necessarily play their preferred role within these organizations. Amélie L’Heureux points out that they are solicited above all to occupy positions related to fundraising and that they do not necessarily go there with lightheartedness. Neither men nor women are particularly fond of this task and, among the latter, this role is even the least popular in their preferences in terms of volunteering, even though it is a central role in supporting the mission and the projects of the organizations.
The study also shows that female respondents are more likely than their male counterparts to say that they prefer to give themselves rather than asking others. “There is greater discomfort among women to solicit. We already guessed it, but it is palpable in the results [voir encadré] says Amélie L’Heureux.
Support from NPOs and businesses
Marie Pier Germain, vice-president of sales and marketing at Germain Hôtels, was inspired by her mother’s example to get involved in causes that matched her interests and passions, such as children, the arts and women. victims of violence. “I have to feel that I am able to make a difference”, confides the one for whom women with dense agendas are ready to give time when they think they are in a position to help causes that are close to their hearts.
The one who was appointed in 2021 to the vice-president of the board of directors of the Canada Council for the arts is not totally surprised by the lack of attraction for the solicitation expressed by several respondents of the study. “Women generally don’t like to ask. Several studies also show that they are less comfortable than men in negotiating a salary increase,” she points out. If women feel more adept at joining a board of directors than fundraising, then these strengths should be capitalized on. “Those who want to get out of their comfort zone can become better at asking. But we need everyone! she says.
“Women generally don’t like to ask. Several studies also show that they are less comfortable than men in negotiating a salary increase.
Companies also have a role to play in motivating business volunteers. “Employers must guide their leaders in their social implications and encourage them to get more involved, because society as a whole benefits,” says Laetitia Shaigetz. Don’t be afraid to get involved in a volunteer role, because the more you do it, the more you want to and the easier it becomes. With Épisode, we can also help companies increase their social impact by improving the social involvement of their leaders. »
To accompany the free publication of its study on business volunteering on March 8 on the occasion of International Women’s Day, Épisode invited several seasoned business volunteers to participate in an accessible online panel on the female leaders and philanthropy.
Panel registration link: https://www.icastpro.ca/xbjz0z
Women’s Favorite Roles
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