How to turn patients into superior donors

Grateful patients are a powerful source of new donors for hospitals and medical centers. Having a well-built program for getting these potential powerhouse donors on board can dramatically boost revenue at a very reasonable cost.

The Heroic Fundraising has some great strategies at 8 Tips to Acquire Grateful Patient Donors:

  1. A great patient experience starts with your staff. (When frontline medical staff understand the importance of fundraising, they can be powerful voices with patients.)
  2. Multichannel fundraising is best. (Use direct mail, digital, and the telephone. It works!)
  3. Timing your appeals is critical when reaching out to grateful patients. (Response to grateful-patient fundraising drops steeply after 90 following treatment.)
  4. Consider applying advanced analytics to your client base. (Knowing things like age, sex, wealth, charitable giving, and more can help you target donors and get better results.)
  5. Focus on your sustainer programs even during acquisition.
    (Grateful patients have a good likelihood of becoming monthly donors.)
  6. Create an onboarding process for your new donors.
  7. Balance your appeals between patient stories that pull at the heartstrings and exciting research advances.
  8. Don’t let donor retention be an afterthought. (Make sure you do a great job of thanking these donors and reporting back to keep the relationship strong.)


Comments

2 responses to “How to turn patients into superior donors”

  1. Jeff, thank you for sharing the eight points for a successful Grateful Patient campaign. I just want to say that the first point sounds bit mercenary. Yes, ALL staff should care about providing an exceptional patient experience. However, they should not do so simply because it makes good fundraising sense. They should do so because it’s the right thing to do. They should truly care. It’s important to remember that sincerity counts.
    For readers interested in my take on Grateful Patient (or Whatever) Campaigns, checkout: https://michaelrosensays.wordpress.com/2011/12/30/the-most-important-part-of-any-grateful-whatever-campaign-is/
    Readers interested in my views on involving doctors in Grateful Patient Campaigns should read: https://michaelrosensays.wordpress.com/2016/02/12/do-you-really-know-your-donors-part-2/

  2. Jeff, thank you for sharing the eight points for a successful Grateful Patient campaign. I just want to say that the first point sounds bit mercenary. Yes, ALL staff should care about providing an exceptional patient experience. However, they should not do so simply because it makes good fundraising sense. They should do so because it’s the right thing to do. They should truly care. It’s important to remember that sincerity counts.
    For readers interested in my take on Grateful Patient (or Whatever) Campaigns, checkout: https://michaelrosensays.wordpress.com/2011/12/30/the-most-important-part-of-any-grateful-whatever-campaign-is/
    Readers interested in my views on involving doctors in Grateful Patient Campaigns should read: https://michaelrosensays.wordpress.com/2016/02/12/do-you-really-know-your-donors-part-2/

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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