Donors are saturated with communication from nonprofits—by mail, phone, email, and social media. With so many important issues and compelling cases, connecting with your donors in a meaningful way is critical. Healthcare institutions have a unique opportunity because donors—and prospects—are deeply embedded in the culture of the organization through the patient and family experience. Leveraging this connection can increase annual giving for both short-term success and long-term stability.
Access the latest news in the nonprofit sector.
A healthcare organization’s annual giving program can create—and sustain—a healthy donor base. Annual giving programs are often the first step in a donor’s relationship with your organization, and an opportunity to immediately connect with grateful patients and families and assess their capacity and inclination. Several weeks ago I introduced “6 best practices” that can have a substantial impact on your organization’s overall fundraising efforts.
Let’s get started with the first best practice, Donor Segmentation.