Businesses and individuals hit hard by the recession have shifted charitable giving patterns to longer-term pledges and gift commitments rather than ceasing to give altogether, according to a study of benchmarking data and effective philanthropic fundraising techniques by the Association for Healthcare Philanthropy.
“The fact that in this deep recession, donors are still givers and have not halted contributions signals a depth of relationship and commitment to the individual organizations which should be continually nurtured by healthcare fundraising operations,” said William C. McGinly, AHP’s president and CEO. “The real message here for healthcare executives and boards is take care of your donors and support your fundraising staff and mix of fundraising activities to cope with the recession.”
The AHP study revealed that the most effective fundraisers use a variety of well-rounded programs and activities to raise money, shattering the myth that big ticket galas, golf tourneys and telethons are the only way to attract donors. The most successful philanthropic programs have a sustained emphasis on building relationships and cultivating major gift donors.
Data was gathered from 58 foundations that support non-profit hospitals in the United States and Canada and focused on the 2008 fiscal year, when the recession’s was hitting charities hard. The data was compiled through AHP's Performance Benchmarking Service, now in its fourth year.
McGinly said participating organizations can compare their fundraising programs and results against those of industry leaders to upgrade business practices, achieve fundraising goals and integrate philanthropy into their healthcare organization's strategic plans. Using data collected from participants, members generate comparison reports for improved financial and human resource evaluation and planning in language to which CEOs and CFOs can relate and understand.
The Association for Healthcare Philanthropy is a not-for-profit organization whose members direct philanthropic programs in 2,200 of North America's not-for-profit healthcare providers. AHP is comprised of professionals in the fields of fundraising, development, public relations and marketing as well as trustees, administrators and executives interested in healthcare fundraising.