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Service beneficiaries are an organization\'s most obvious donors. Unfortunately, not ever nonprofit has a natural "feeder constituency". This presentation will help those nonprofits to focus their effects to create philanthropic returns.
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Donor Acquisition Without a Grateful Patient Program
NEAHP Conference - March 14, 2011
Michele R. Berard, MBA, CFREDirector of Funds DevelopmentButler Hospital, Providence, RI
WHEN PATIENTS AREN’T YOUR PROSPECTS…
…from 819,008 to 1,238,201 in 10 years
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
819008865096
909574964418
10103651045979 1064191
11283671186915
1238201
Source: Giving USA 2010 The Annual Report on Philanthropy for 2009, Executive Summary
Discretionary Spending (total $1.368 trillion) some line items:
•Defense ($664b) •HHS ($79b)•Education ($46.7 b)•Homeland Security ($42.7 b)
and the list goes on…
Government Spending 2010 - $3.55 Trillion
EXERCISE
Meet Your Peers…
1. Type of Organization: Community Health Center Consultant General Hospital or
System Rehab./VNA/Hospice Behavioral
Health/Specialty
2. Years in FR: 1-3 4-8 9-15 16+
3. Location: • RI• MA• NH• VT• ME• Other
4. Favorite type of food:• Asian• Legs/Wings/Fins• Italian• Vegetarian
You will leave here today…
…with contacts to peers facing similar issues; tactics for identifying new contacts/peers
…knowing that your organization is worthy of philanthropy revenue and the belief that you can organize the recruitment of that revenue stream
…with the ability to implement Strategic Complementarity in your organization’s volunteer base and your case statements
Lesson #1
Identify and Communicate with your Peers
What are they doing to be successful? Learn from others that have already made (and
learned with from) mistakes
CASE: Ivy League Call Group Grateful Patient Program for Freestanding Psychiatric
Hospitals Staff engagement (target Nurse Managers)
Valuable lessons learned:• Our patients want to remain connected• Communication to internal constituencies (staff, board,
other volunteers) reduced stigma
* Message to internal constituencies - Permission to Accept Gifts
* Message to external constituencies - Permission to Give
Lesson #1
Identify and Communicate with your Peers
Performance Metrics –what are your benchmarks? Use your true peers to establish benchmarks
Benefit = Credibility Will establish you, the CDO ,as the expert, and to advise and
guide your CEO/Board
Other Benchmarks: Staff size Fundraising tactics (MG, DM, Foundation Grants, etc.) Reporting relationships Foundation vs. Development Office Direct contact with Board Members…
EXERCISE
How can you benefit from Peer Support?
Identify two issues that seem specific to your shop
For Example: Performance metrics - “my shop doesn’t align with
industry averages” Staff Engagement - “organizational culture prevents buy-
in” Involvement in Leadership – “as the CDO, I am not part of
the top leadership team”
EXERCISE
How can you benefit from Peer Support?
Brainstorming:Beyond this room, where can we find peer resources?
List answers on the flip chart
Lesson #2
A New Look at The Donor Pyramid
Healthcare Philanthropy = grateful patients
What are your organization’s entry points?
What tactics do you employ?
Wealth Screening – timing/not everyone gets rolled into the DM program
More cultivation/stewardships – for those that reach minimum capacity
* Relationships matter – volunteers offer credibility; valuable link to community/decision makers
* Volunteer connections – board, development committee, history committee, outreach, etc…
*volunteers are essential in filling your donor pipeline
Lesson #2
A New Look at The Donor Pyramid
A Word About Volunteers in Philanthropy
Don’t Eat Your Chickens!
Volunteers have MUCHmore to offer to an organizationthan their personal contributions.
Engage them in activities that:1. Provide the best ROI for the org.2. Provide volunteers with gratification (which will translate
to nourishment…to lay more eggs)
A Word About Volunteers in Philanthropy
Volunteers have a unique credibility Unpaid volunteers with high risk They believe in the cause Have a higher status than paid staff Know more people (of influence)
Three areas where volunteer involvement makes the greatest impact:
1. Initiate relationships with top prospects2. Deepening relationships with top prospects and donors3. Soliciting large gifts (note: with your guidance and direction)
“the wealthiest people
in the country
typically don’t make
friends with major gift
officers”
A Word About Volunteers in Philanthropy
Source: The Philanthropy Leadership Council of The Advisory Board Company; www.ABC.com
A Word About Volunteers in Philanthropy
Source: The Philanthropy Leadership Council of The Advisory Board Company; www.ABC.com
Development Officers need to be well versed in volunteer management
Lesson #3
Strategic Complementarity
What is Strategic Complementarity?
Purposeful alignment of your organization’s mission with community stakeholders
The same reason you find salsa next to the tortilla chips!
Since you aren’t populating your donor pipeline with
grateful patients, you need to identify prospects that have a
reason to want your organization succeed .E.g. Butler Hospital History Committee providing
valuable stewardship or “touches”
EXERCISE
Identify the reasons why people, businesses, and/or government would want your organization to succeed, sustain, or continue to exist
E.g. your organization provides jobs to people in your community
Identify those people, businesses and public/governmental branches
E.g. Labor Unions
Lesson #4
Side Door Entry Points
If donors aren’t likely to come “through the front door”, find a side door! A service line that is tangential to your main mission
Case Management Research
A component of your main service Aftercare Social Work Department A specific program/unit (Child, Adolescent, Geri-Psych, ADP)
An activity that is not well-know and is attractive to the general public Project Undercover (clothing for indigent patients) Bridge Medications (& charity care) Sensory Rooms/Equipment
EXERCISE/HOMEWORK
Identify some side door entry points for your organization:1. _____________2. _____________3. _____________
Apply the lessons we discussed to your side-door entry points to discover more prospects, more stakeholders, and more champions/volunteers…
Closing Words…
Your organization exists for a very good reason – your job is to find those individuals and stakeholders who need to see it continue
Fortune Cookie Saying:“The greatest pleasure in life is doing something that others say is impossible”
Michele R. Berard, MBA, CFREDirector of Funds Development, Butler Hospital
(401) 455-6565 – [email protected]
