Engaging Childless/Childfree Women in Legacy Giving

Legacy giving is a profound way for individuals to extend their values and leave a lasting mark on the world. For women, particularly those who are childless or childfree, this act of generosity is not just a financial decision but an opportunity to define their legacy. Understanding the unique circumstances of these women is critical for fundraisers aiming to create inclusive, empathetic, and effective legacy programs.

The Distinction Between Childless and Childfree

The terms “childless” and “childfree” represent two distinct journeys. Childless women, who often wanted children but were unable to have them due to infertility, medical conditions, or other circumstances, may carry an emotional burden of grief and societal judgment. 

On the other hand, childfree women have consciously chosen not to have children, prioritizing careers, personal fulfillment, or other paths. While childfree women are often celebrated for their autonomy, they still face societal biases.

Recognizing and respecting these differences is essential. Both groups share a desire to leave an impact beyond traditional family structures, making them a key demographic for legacy giving. However, traditional fundraising methods often fail to address their unique needs and motivations.

Why This Matters for Legacy Giving

Childless and childfree women (households) are statistically more likely to include charitable gifts in their wills. Research indicates that childless individuals are five times more likely to leave a legacy gift than those with children, with over 55% of all charitable legacies coming from childless donors . This represents a significant opportunity for fundraisers to engage these women in meaningful and transformative ways.

Legacy giving allows these women to express their values and passions, creating an enduring impact. Whether driven by empathy for causes related to children, animals, or social equity, these gifts often become a defining aspect of their legacies.

What Fundraisers Need to Be Mindful Of

Engaging with childless and childfree women (households) requires sensitivity and a shift from traditional family-centric narratives. Key considerations include:

1. Avoid Assumptions: Do not assume the reasons behind their childless or childfree status. Empathy and respect for their individual stories are crucial.
2. Inclusive Language: Avoid phrases like “as a parent” or messaging that centers on family structures (use “loved ones”). Instead, focus on shared values and aspirations for the future.
3. Tailored Engagement: Recognize life stages and motivations may be different than traditional cis-gendered couples. Many women over 50, for example, are reflecting on their legacy as they approach or experience retirement.

Understanding their journeys and life contexts is vital. Fundraisers must avoid alienating these donors by respecting their choices and acknowledging their contributions outside of parenthood.

Strategic Ways Forward

To better engage childless and childfree households, fundraisers must adopt more inclusive and strategic approaches:

1. Data-Driven Insights: Use surveys, focus groups, and data segmentation to better understand childless and childfree donors. Ask thoughtful questions about household composition, motivations, and aspirations.
2. Tailored Messaging: Develop communications that celebrate their unique contributions, emphasizing impact over family legacy. Test messaging with focus groups to refine your approach.
3. Representation in Campaigns: Showcase testimonials and stories from childless and childfree women (households), normalizing their role as legacy donors and creating relatable narratives.
4. Events and Community Building: Host events that foster connection and celebrate the diversity of legacy givers, including women from different life paths and demographics.

By adopting an inclusive and empathetic approach, fundraisers can inspire childless and childfree women to see legacy giving as a powerful way to make their mark on the world. This not only strengthens donor relationships but also ensures that these women’s legacies reflect the richness of their lives, values, and aspirations.