Individual donor contributions are crucial to the success of women candidates for every level of office. Money is not only required to run a campaign, but often times, fundraising is the first test of a candidate’s viability. Overall, individual donors are less likely to be women, and women who do donate on average give less than men. This can have a gendered outcome for candidates and campaigns.
Donors must also be challenged to set targets for the number of women candidates they support or the proportion of their total donations that go to women candidates. Donors may choose to set their own targets for support of women candidates or work in concert with others to make their pledge public. Influential donor pledges to support women candidates will help to build public pressure for increased support of women candidates.