A new fundraising paradigm
Health systems are evolving to serve patients across a broader spectrum of care. The acute inpatient setting—the primary site of grateful patient fundraising—is now just one component.
Chief development officers must also focus on advancing patient fundraising programs across the entire care continuum and rethink the patient prospect qualifier as more than the acute health event.
Build the all-patient pipeline
Expanding patient prospecting strategy beyond the inpatient setting will unlock a much larger patient pool. For example, outpatient revenue share is expected to cross the 50% mark in 2016, making health systems—and fundraising offices— more dependent on outpatient services.
While reaching into other care settings may seem daunting, it has great potential. Development officers can either proactively pull outpatient appointments into daily wealth screening practices or retroactively review past patient data.
Both approaches unearth new prospects who have collective care experiences and an ongoing relationship with the institution, rather than singular impactful incidents.
Forge new clinical alliances
As patient care shifts to the outpatient setting, fundraisers must utilize caregiver allies— physicians, nurses, and others—to cover the larger territory and help with prospect strategy. As with patients, fundraisers need to target and enfranchise those presently out of their reach.
Reach across all care settings
The new approach for prospect and clinician ally identification in the all-patient setting comprises three steps:
- Cast a wider net to understand the prospect opportunities in all settings and enfranchise all caregivers
- Target efforts within this larger pool on the most promising patients and clinicians across all care settings
- Engage those select groups by impacting patients’ experiences and clinicians’ perception and partnership with development