The recently released Giving USA 2014 report describes broad trends in healthcare philanthropy. Total giving reached $335.17 billion in 2013, a 4.4 percent increase in current dollars and a 3.0 percent increase in inflation-adjusted dollars.
Here, we break down important trends from the report and make broad recommendations for healthcare organizations as they build their fundraising programs. We welcome your thoughts and questions; please don’t hesitate to contact Adam Wilhelm at email@example.com
The health subsector received the fifth-largest share of charitable dollars in 2013, at 10 percent of the total.
Giving to health organizations grew 6 percent in 2013, totaling $31.86 billion.
Since the end of the Great Recession in 2009, giving to health organizations realized a moderately healthy increase in contributions. Between 2009 and 2013, giving to these organizations rose 12.5 percent in inflation-adjusted dollars.
The steady flow of contributions to health in 2013 and recent years reflects donors’ commitment to such causes as researching cures for cancer or paralysis, supporting hospitals and other medical facilities, and buttressing health policy initiatives.
We recommend that healthcare organizations:
- Build a “high impact” fundraising program: Fundraising programs should focus on securing leadership and major gifts, in addition to implementing and growing a Grateful Patient Program. Doing so requires strategic investment in fundraising staff and systems, as well as training for leadership, staff and volunteers; however, such a program almost always provides the greatest returns for hospitals, healthcare systems and other healthcare providers.
- Develop a powerful case for support: With the continued uncertainty in the healthcare sector, organizations must develop a clear, concise and consistent case that describes their vision, impact and need for philanthropic support. Stakeholders at all level should contribute to the development of case messages and be prepared to share them with a range of prospective supporters.
- Engage physicians in fundraising efforts: In today’s healthcare environment, physicians may be the most solid link between the patient and the institution. Development staff should plan for a long-term program and engage physicians in the fundraising effort for their participation is vital to legitimize philanthropic aspirations internally and externally. Learn more in our next blog post.
We welcome your comments below. Want to learn more? Contact Adam Wilhelm, Senior Consultant, Campbell & Company.
About the Campbell & Company Healthcare Practice
The Campbell & Company Healthcare Team are experts in healthcare philanthropy and staff management. We understand the context in which healthcare organizations operate, and create a structure and process within that context, tailored to your community, that allows philanthropy to grow. For 37 years, we have helped hundreds of healthcare institutions succeed in growing and sustaining their programs.
Campbell & Company maintains offices in Chicago, Los Angeles, Portland, the San Francisco Bay Area, Seattle and Washington, DC. For more information, please telephone (877) 957-0000 toll free, email firstname.lastname@example.org or visit www.campbellcompany.com.