For over a decade, I have partnered with donors to enhance quality healthcare. With $53 billion donated in 2023 alone, according to Giving USA, healthcare remains a top priority for many. However, the changing healthcare landscape brings new dynamics. We will dive into three trends that are reshaping donor engagement strategies and uncover what they mean for your next campaign.
Beyond the Hospital Walls: Expanding the Role of Philanthropy
Today, hospitals and healthcare systems are shifting focus to broader community health initiatives. They are addressing the social determinants of health— factors like access, economics, and education — that significantly impact health outcomes.
Philanthropy is evolving to match this shift. Donors are keen to support programs that address these broader issues. As fundraisers, it is crucial to engage donors with these new priorities, helping them see how their contributions can drive meaningful change.
Philanthropy is seen as an integral partner in the evolution of healthcare delivery.
Evolving Grateful Patient Programs for Today’s Donors
Grateful patient programs are key to acquiring new donors, but they must adapt to current trends. Success can depend on understanding patient demographics, organizational branding, and effective follow-up strategies.
Today’s donors expect a personalized experience rather than a fundraising appeal that follows a standard procedure after care. By leveraging data-driven donor personas and predictive analytics , you can craft tailored engagement strategies that resonate with your audience. The tools to do this are now accessible to any size organization, making it easer than ever to meaningfully connect with potential donors.
Turning Information into Impact
Effective healthcare fundraising relies on accurate, actionable data. Starting with data hygiene ensures clean, reliable information, which is critical for personalized outreach and major donor campaigns. Data integrity should also be a shared priority. This includes reviewing data strategy and ensuring both access and HIPAA compliance across the organization.
When done right, this data focus can enable better annual and leadership giving outreach and prepare you for the next campaign with major donors. Enhancing your current data with outside sources that focus on both wealth identification and engagement is essential. Ultimately, an action-focused data strategy helps boost fundraising success on a scale.