Healthcare Study Released: Best Practices for Grateful Patient Programs

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The landscape of healthcare philanthropy continues to change rapidly. Facing challenging economic conditions, healthcare institutions have increasingly turned to philanthropy to combat declining overall revenues and help bridge a period of uncertainty with the advent of the Affordable Care Act (ACA).

In particular, grateful patient programs have become a crucial source and pipeline of philanthropic revenue for many healthcare institutions. While many still view these programs as a rising trend, grateful patient fundraising is already a standard practice for many hospital foundations with comprehensive fundraising programs.

In 2008, 85 percent of the $8.6 billion raised by healthcare institutions came from individuals. In 2011, that number grew to $8.9 billion. Patients represented 21 percent of those individuals in 2008, and have been the only group of individuals to increase their share of giving over this time. This has positioned patients as the focal point of healthcare institutions’ fundraising programs, motivating many hospital foundations to adopt or strengthen grateful patient programs to engage patients in philanthropy.

While many foundations have initiated grateful patient programs, some produce considerably better results than others. Why is this so?

Campbell & Company surveyed and interviewed individuals in the development offices and foundations of 18 hospitals and health systems across the country to answer this question.

Please click here to view the Grateful Patient Program report

Questions? Please contact Adam Wilhelm