Research

How to Earn Donors in a Market That’s Leaving Hospitals Behind

    How to Earn Donors in a Market That's Leaving Hospitals Behind

    According to Giving USA, philanthropic contributions to the overall health sector increased by almost 50% between 2012 and 2017. During that same period, contributions to hospitals and health systems—a component of that sector—grew by only 17%. The implication is alarming. While U.S. donors are increasingly interested in health-related causes, that interest is not benefiting hospitals and health systems.

    This report sheds light on these macro-level forces and their impact on a hospital’s overall case for support, before proffering a new narrative tool—the “impact advantage”—for philanthropy leaders to reposition their organization as the health charity of choice in their marketplace.

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