Today’s health care fundraising campaigns are larger and more complex efforts than ever before. Development teams are on the hook to raise more money, but the increasing breadth of hospitals’ and health systems’ needs has made it harder to identify and explain campaign priorities to donors.

Philanthropy teams must source priorities and data from across the organization in order to build effective donor-facing cases, and over-invest in training and preparing clinicians for donor-facing roles.

This study presents six tactics for upgrading development teams’ approach to sourcing and communicating campaign priorities. Learn how to translate strategic needs into donor-ready opportunities and engage clinical stakeholders in that process.

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Source donor-ready priorities from across the enterprise

Campaigns depend on defined needs, and a donor-centric message to convey those needs. However, the growing scope of campaigns has made them more difficult to organize and communicate. Leverage four key sources of intelligence on campaign priorities—the system’s strategic plan, clinicians, development leadership, and donors—to provide insight into both institutional needs and philanthropic opportunity.

Tactic 1: Strategic Plan Mapping Exercise (p. 11)

• Related resource:
• • Sharp HealthCare Campaign Brochure and Collateral: Review the supporting brochure and resources for a campaign built around a system strategic plan.

Tactic 2: Clinical Priority Sort (p. 13)

• Related resource:
• • Priority Vetting Checklist: Get the worksheet to develop your own checklist to assess the viability of potential campaign funding priorities.

Tactic 3: CDO-Commissioned Custom Cases (p. 16)

Tactic 4: Donor-Informed Case Development (p. 18)

Prepare clinical messengers to bring priorities to life for donors

Clinicians can be invaluable to donor engagement, but many aren’t prepared for donor interactions. At the same time, clinicians tend to be more attentive to fundraising efforts during a campaign, so capitalize on that momentum by preparing them to communicate priorities to your top donors, and by creating opportunities for them to do so.

Tactic 5: Campaign Ambassador Training (p. 23)

Tactic 6: Connection Point Meetings (p. 25)

• Related resource:
• • Greenville Health Connection Point Meeting Cases: See the one-page cases developed for tightly scoped meetings between prospects and physicians.

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