Philanthropy is changing in meaningful ways. As women take on a greater role in wealth ownership and financial decision-making, they are also reshaping how charitable capital is deployed. What I see consistently is a shift away from reactive, check-the-box giving toward a more intentional, thoughtful, and impact-driven approach.
Today, many women approach philanthropy the same way they approach other important areas of their financial lives. They want clarity. They want alignment. And they want confidence that their giving is actually making a difference. Rather than a series of one-off donations, charitable giving is increasingly viewed as a strategic decision, one that fits within a broader financial and legacy plan. This evolution reflects a growing recognition that philanthropy, like investing, is most effective when guided by structure, discipline, and planning.
Traditional philanthropy often centered on responding to immediate needs—annual donations to a school or organization, event-driven fundraising, or one-time gifts. While generosity remains foundational, many women are reframing the conversation by asking more deliberate questions:
The data supports what many advisors are seeing firsthand. Longitudinal research tracking U.S. giving over the last two decades shows women’s philanthropic participation has been more resilient than men’s.1 During the COVID-19 period, for example, single women’s participation dipped but their average giving amounts increased, underscoring a pattern of commitment even amid volatility. At the same time, the Great Wealth Transfer is expected to place roughly $30–35 trillion in U.S. assets under women’s control by the end of the decade—expanding the number of clients who will be setting philanthropic priorities and expecting those choices to integrate with tax strategy, estate planning, and legacy goals.2
As a result, tools like donor-advised funds and charitable trusts are increasingly central to structuring multi-year giving, aligning grantmaking with liquidity events, and translating values into a durable legacy plan.
One defining feature of women’s philanthropy is its strong connection to personal values and lived experience. Many women focus their giving on causes such as education, health care, economic mobility, environmental sustainability, and social equity—areas where they see opportunities for tangible, community-level impact.
Rather than spreading donations across numerous organizations, women are more likely to concentrate their philanthropic capital where it can drive sustained results. This often includes supporting organizations with transparent governance, funding specific programs rather than unrestricted operations, and engaging directly with nonprofit leadership to understand long-term needs.
Grounding philanthropy in values allows donors to balance emotional connection with strategic effectiveness. Giving feels personal, but it is also intentional.
Philanthropy is increasingly being integrated into broader wealth and legacy planning. Many women align charitable decisions with tax efficiency, estate strategies, and multigenerational goals, using tools such as donor-advised funds, charitable trusts, and planned gifts to create flexibility and durability over time.
For many women, strategic giving is closely tied to legacy. Philanthropy becomes a way to express values, model generosity, and create continuity across generations.
Engaging family members in charitable discussions, defining shared goals, and documenting giving intentions can transform philanthropy into a unifying force. When approached thoughtfully, it strengthens both family engagement and the durability of charitable impact.
This integrated approach allows philanthropy to adapt as financial circumstances, family dynamics, and personal priorities change. It also brings clarity: charitable giving becomes less about reacting to requests and more about executing a thoughtful, intentional plan.
As women reshape philanthropy, they are also redefining how success is measured. Emotional connection remains important, but many donors now seek data, benchmarks, and reporting to better understand outcomes over time.
This does not mean treating philanthropy like a traditional investment. Rather, it reflects a desire for intentionality – setting clear goals, evaluating progress, and maintaining ongoing dialogue with nonprofit partners. In doing so, donors are encouraging nonprofits to think more strategically and innovate in how they deliver impact.
As women continue to shape the future of wealth, their influence on philanthropy is likely to expand. Strategic giving represents a disciplined, values-aligned model—one that integrates generosity with financial clarity and long-term intent.
By embedding philanthropy into comprehensive wealth and legacy planning, women are demonstrating that charitable giving is not a peripheral activity. Instead, it is a powerful expression of purpose—designed not only to give, but to create lasting change.
Laura Combs is executive managing partner and head of Women & Wealth at Mercer Advisors, a leading national wealth management firm.
All expressions of opinion reflect the judgment of the author as of the date of publication and are subject to change. “Mercer Advisors” is a brand name used by several affiliated legal entities owned by Mercer Advisors, Inc., including, Mercer Global Advisors, Inc., an SEC registered investment adviser; Mercer Advisors Private Asset Management, Inc., an SEC registered investment adviser; Mercer Advisors Tax Services LLC; Heim, Young and Associates, Inc., (MA Brokerage Solutions); and Mercer Advisors Insurance Services LLC.
1. Women Give 2024: 20 Years of Gender & Giving Trends (Women’s Philanthropy Institute, Indiana University Lilly Family School of Philanthropy).
2. Will the Great Wealth Transfer Make Women the Key to Philanthropic Giving?” (Stanford Social Innovation Review, Jan 27, 2025).
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