Nonprofit Lowdown #351: Why the Prime Time Woman is Gold for Fundraisers

Host: Rhea Wong
Guest: Tisha Hyter
Date: August 18, 2025

Episode Overview

In this episode, Rhea Wong sits down with nonprofit leader and philanthropist Tisha Hyter to explore the fundraising potential of the "prime time woman" — women in the 45–65 age range. The conversation centers on who these women are, why they’re such powerhouse donors, and how nonprofits can authentically engage them. The dialogue is candid, insightful, and full of actionable advice for fundraisers seeking to deepen relationships with this demographic.

Key Discussion Points and Insights

1. Defining the Prime Time Woman

• Who are prime time women?
  • Women aged 45–65, often post-childrearing, established in their careers, and ready for the “next chapter” (03:12).
  • Represent “the most philanthropic group the world has ever seen” (01:41).
• Rhea frames the conversation:

  "They're at a point in their lives where... they've climbed the corporate ladder, they did what they were going to do, and now they're really thinking about the next step in their lives." (01:38)

2. Tisha’s Story: Evolving into a Prime Time Woman

• 30-year career spanning sales, marketing, nonprofit leadership, and community volunteerism (02:30).
• Recounts her journey from “stay at home mom” to “slay at home mom” using her professional skills to support local causes.
• Embraced turning 50 as an opportunity for reflection and intentionality about her legacy:

  "When I turned 50...it was a really perfect time to consider it like a halftime. Go into the locker room and work with the coach...and really figure out what I'd like to do, how I'd like to play out the rest of the game..." (03:38)

3. Power, Boldness, and Changing Priorities With Age

• Both host and guest underline the sense of freedom and confidence that accompanies aging.

  Rhea: "As we get older, we just...are out of Fs to give." (04:22)
  Tisha: "Women get more radical with age. And it is absolutely true." (04:36)

4. Legacy, Purpose, and Personal Connection to Philanthropy

• The Q3/Q4 life stages drive deeper reflections on impact, meaning, and legacy.
• Tisha recalls her first encounter with philanthropy:

  "I grew up as a kid who didn't have much...someone said to me, do you have a coat?...I can still feel the warmth of that coat. That's when I first learned about philanthropy and the power of just being, just loving your brother..." (05:59)

• Desire to support causes that matter personally, especially supporting “future 8-year-old versions of myself” (07:12).

5. How Prime Time Women Engage With Nonprofits

• Demand for authentic, meaningful involvement:

  Rhea: "I'm at a point in my life where...I'm going to double down and go deep on the causes that are really important to me. But...I want to engage with [them]...not just in terms of writing a check, but also that use my skills." (07:28)

• Preference for experiential philanthropy—being part of the work, not just funding it:

  Tisha: "For example, I was on the board of a domestic violence shelter...I felt like I was giving just by being there when they did intake and sitting with the kids and reading books..." (08:04)

6. The Power of Social Networks

• Prime time women have robust social circles; trust and word-of-mouth within those groups is a powerful motivator.

  Rhea: "...if...a girlfriend says, hey, can you support this thing? I'm all in. Right. I'm there because my girlfriend asked me..." (08:40)

• Challenges: There is also a filter—it's hard to earn their attention and trust amid all the noise.

7. What Nonprofits Must Do to Attract the Prime Time Woman

• Evidence of Impact

  Tisha: "Tell me stories about what you really do and the lives that you change and the work that's being supported with my funds, and then be very transparent." (09:21)

• Transparency and Trust
• Connection Over Transactionality

  “We're really filtering out those that we don't have those connections with, which includes nonprofit organizations.” (10:19)

8. Segmenting and Speaking to Prime Time Women

• Rhea recommends segmenting donor communications specifically for this demographic.
• Tisha references research showing women are more likely to give in community and through collective vehicles like giving circles (11:13).

  "Having someone specifically invite me to a tea at the Hillwood Estate...that's something that's different than maybe the chicken dinner or the corporate breakfast. Those are things that anyone can do. But I want to be courted and have that connection." (11:38)

9. The Demise of the Big Gala

• Rhea: “The big gala is dead. I don't know a single person...who is like, you know what I really want to do? ...get the rubber chicken dinner...” (12:33)
• Tisha enjoys elements of galas but stresses the superior connection at intimate gatherings with unique experiences (12:49).
• Education, financial literacy around giving, and personal growth opportunities are attractive to this audience.

10. Empowerment and the Empire-Building Era

• Rhea introduces the concept:

  "My naturopathic doctor calls this era the empire building era ... at this point you're like, I'm done taking care of people. What am I building in the world?" (15:20)

• Tisha: “It is really wild how nature is set up, and it provides this real opportunity for us to use strength in a way that perhaps we haven't had the chance to until now.” (16:02)
• Importance of using messaging that resonates with women in their power, avoiding outdated, patronizing tropes about aging (16:29).

11. Social Giving: The Secret Sauce

• Women excel at community and collective philanthropy; nonprofits should foster social giving opportunities (18:30).
• Ideas: giving circles, purpose parties, and grassroots events like pickleball tournaments (19:18).

  Tisha: “It doesn't have to be stuffy and formal anymore. ...find ways in which you can build programs that are special for women.” (19:18)

12. Best and Worst Donor Experiences

• Best: Deep connection through experiential philanthropy—an unexpected trip to Rwanda after being inspired by a cause (20:20).

  “That was shoveled. I remember the baby that I held because a mother gave me permission. ...this wasn't just something that I was giving to, I was giving for.” (21:27)

• Worst: Being asked for a major gift too soon, with no relationship or context:

  “[They] make presumptions about the importance of their organization in my life. ...when I get that request too early and without relationship that never flies.” (22:48)

• Both agree: trust-building takes time, and donors crave partnership over transactions (23:52).

13. Historic Wealth Transfer & The Opportunity for Nonprofits

• $124 trillion in wealth will change hands, much of it to women and younger generations (25:33).
• Young donors value impact over recognition; they're looking for equity, advocacy, and proof (26:01).
• Women will have considerable control; single women already give twice as much as single men.
• Educating donors around planned giving and gifts of assets (like stocks and DAFs) is crucial (28:00).

  "Major gifts come from gifts of assets, not of income." (28:00)

14. Messaging That Resonates

• Underscore financial independence, empowerment, and self-determination.

  Rhea: "...anything that you're putting out there as a nonprofit, I would really underscore that. Messaging around independence, around freedom, around carving your own path..." (28:17)

• Tisha (on her giving): "It is about who I am as a woman today." (29:06)

Notable Quotes and Timestamps

• "When I turned 50...it was a really perfect time to consider it like a halftime. …and understanding how to leverage this boldness that comes with age has been a really dynamic part of getting older." – Tisha Hyter (03:38)
• "Women get more radical with age. And it is absolutely true." – Tisha Hyter (04:36)
• "I want to make sure that I care for those future eight-year-old versions of myself that are out there..." – Tisha Hyter (07:12)
• "We want to be a part of the work that we support in some way, shape, or form." – Tisha Hyter (08:04)
• "...we're really filtering out those that we don't have those connections with, which includes nonprofit organizations." – Tisha Hyter (10:19)
• "Having someone specifically invite me to a tea at the Hillwood Estate...that's something that's different than maybe the chicken dinner or the corporate breakfast." – Tisha Hyter (11:38)
• "The big gala is dead." – Rhea Wong (12:33)
• "Find ways to make giving fun. It doesn't have to be stuffy and formal anymore." – Tisha Hyter (19:18)
• "All of a sudden, this wasn't just something that I was giving to, I was giving for. And that was really important to me." – Tisha Hyter (21:27)
• "When I get that request too early and without relationship that never flies." – Tisha Hyter (22:48)
• "Major gifts come from gifts of assets, not of income." – Rhea Wong (28:00)
• "It's about the decision that I've made and the woman that I've become." – Tisha Hyter (28:47)

Timestamps for Major Segments

• 03:12–04:22 | Defining the prime time woman & Tisha’s journey
• 05:42–07:12 | Legacy building, personal stories, & the roots of philanthropy
• 08:04–10:19 | Experiential philanthropy & keys to nonprofit engagement
• 11:13–12:33 | Community giving, segmentation, and the decline of the gala
• 15:20–16:29 | The “empire building” era and empowerment messaging
• 19:18–20:05 | Creative ideas for social giving among prime time women
• 20:20–23:25 | Best and worst donor experiences
• 25:33–28:47 | Wealth transfer, educating about assets, and donor messaging

Tone & Takeaways

The episode is authentic, energetic, and rich with anecdotes and practical advice. Tisha and Rhea take a playful, bold approach, championing the agency and power of midlife women. Listeners are urged to shift away from outdated fundraising tactics and toward relationship-building, tailored communications, and experiences that resonate with prime time women and their communities.

Final takeaway:
To win the hearts and wallets of prime time women, nonprofits must prioritize connection, impact, empowerment, and opportunities for meaningful involvement. With the historic wealth transfer on the horizon, there’s never been a better time to embrace this donor powerhouse.