There is a significant opportunity to build on this research and create a new political giving class from women, particularly small to mid sized women charitable donors.  We call the factors that influence women to give politically the "I"s:

• IMPACT: Women must be convinced that a political gift will impact the issues they care most about. Many believe that contributing to charities has a bigger impact than contributing to candidates. They have limited appreciation for the budgetary, legislative and media power of their elected representatives to promote change.

• INSPIRATION: Charitable women would be more inclined to contribute politically if giving were reframed as a civic or social responsibility (much like voting or volunteering). This sentiment is at the core of political donors' motivation.

• INFORMATION: Women have a higher standard for research and data in making spending decisions (including political ones), looking for information they deem "independent."

• INCLUSION: In an age where charitable donors are urged to follow the money closely, political campaigns can appear to be a black hole. By making the spending needs of political operations more transparent, campaigns can have greater success with charitable donors.

• INTERACTION: Women are motivated by other people - knowing the candidate, knowing people who support the candidate and being part of a larger movement. Peer-to-peer referrals are the most meaningful to women.

Copyright 2007, Women's Campaign Forum Foundation

Excerpted from "Vote With Your Purse," a publication of WCF Foundation, a 501(c)(3) organization.