Research

Why grateful patients donate

Why Grateful Patients Donate

Hospitals’ philanthropic outreach to patient prospects still misses a large share of actual donors and interested prospects, despite widespread access to data from wealth screening and health care utilization.

To help development teams better understand and connect with grateful patients, the Philanthropy Leadership Council conducted a national survey of nearly 2,000 patients and their family members. Survey respondents described themselves, their care experience, and their gratitude for care—including financial donations. This patient perspective sheds new light on prospect identification, service inflection, and follow-up outreach strategies.

Download the full report to learn how actual patient experiences and preferences compare to current grateful patient strategies.

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Key insights

1. Young patients are better prospects than baby boomers and the silent generation. (p. 17)
Millennials and Gen X have stronger affinity for hospitals following care experiences than Baby Boomers and the Silent Generation. About 6% of those under 55 made a donation after a recent care experience, vs. 3% of those over 55.

2. Family members have nearly twice the affinity of patients and give more than patients, but health care fundraisers are largely passive about engaging with them. (p. 23)
Family members of patients—spouses, parents and children—have deeper affinity for and give larger gifts to hospitals than patients themselves. Development teams without a routine mechanism for family engagement miss opportunities to build relationships with truly grateful potential donors.

3. Service inflection has a strong correlation with heightened patient affinity and likelihood to give. (p. 29)
Both rounding on patients and providing support services boost affinity—even if performed or delivered by non-development staff. If a patient receives even a single support service, he or she is three times more likely to give than a patient receiving no services.

4. A patient’s likelihood to give peaks within 30 days of treatment. (p. 35)
The conversion rate for patients who receive fundraising outreach within 30 days of treatment is twice that of patients who receive it after 30 days.

Download the full report

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