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 diversity of the candidates they support of the proportion of their total donations which go to cis-men. Donors may choose to set their own targets for diverse donations to work in concert with other to make their pledge public. Influential donor pledges to support cis-women, transgender folk, and nonbinary individuals will help to build public pressure for increased support for gender diversity in elections.