Healthcare Fundraising Kick Starter Guide
The document provides recommendations for healthcare foundations to improve their fundraising strategies through workshops. It recommends seeking internal agreement that donor behaviors have evolved and foundations need to update communication plans using digital media to increase conversations and relationships, even without securing donations. New approach tactics should be tested and measured. Traditional and digital media should be strategically integrated. The document outlines six primary buckets for an updated fundraising plan: objectives, targets/value propositions, media types and integration, calls-to-action, landing page interactions, and calendar/campaigns/events. Foundations are encouraged to ask new questions in these areas to rejuvenate their strategies. External experts can help with brainstorming, new questions, and showing best practices.
![Some recommendations for best
“workshop” results:
1. Seek internal agreement [that] donor
behavior has evolved; healthcare foundations
should be updating their communications
plans, but you’ll probably need internal
champions to grow faster
For internal use only](https://image.slidesharecdn.com/kickstarterguide-140925115619-phpapp01/85/Healthcare-Fundraising-Kick-Starter-Guide-2-320.jpg)
Healthcare Fundraising Kick Starter Guide
- 2. Some recommendations for best “workshop” results: 1. Seek internal agreement [that] donor behavior has evolved; healthcare foundations should be updating their communications plans, but you’ll probably need internal champions to grow faster For internal use only
- 3. Some recommendations for best “workshop” results: (continued) 2. New possibilities - “interactive communications” means that you should be using digital media to increase conversations and build relationships, whether you get the donation or not
- 4. Some recommendations for best “workshop” results: (continued) 3. New approach tactics can be tested and measured 4. Traditional media (such as direct mail) and digital media (such as “e” or mobile) can and should be strategically integrated
- 5. There are six primary buckets that should go into the mix of an updated healthcare foundation fundraising plan - these should help you and your team get into “workshop mode”. Use whiteboards, they’ll help get ideas flowing. Objectives: 1 Targets & Value Propositions: 2 Media Types, Including Cross Media “Integration”: 3 Call-to-Actions & Other Message Adaptations: 4 Landing Page Interactions: 5 Calendar/Campaigns/Events: 6 Call us: In 5 minutes we can explain what you will do differently with this chart vs. what you might have done with it in the past
- 6. Don’t have the time to call us? The next page might help start the process of asking some new questions in your strategy workshop. (Remember, while donations are great, two-way communications will also help you grow your foundation returns over time.)
- 7. Objectives: Besides fundraising, what are some of your other goals and wish list items? Targets & Value Propositions: How do you define variations in your target segments? Do you segment your messaging? Is your messaging compelling enough to stimulate reactions (donations and interactions)? Media Types, Cross Media “Integration”: Is your direct mail synchronized with mission specific digital landing pages? Is digital media producing tangible results? Have you established a cross media integration plan? How would you rate your mobile acquisition strategy? Call-to-Actions & Message Adaptations: Do you use “call to actions” and do they give your potential donors other options besides “donate now”? Landing Page Interactions: Do you deploy mission specific landing pages? How functional are your landing pages? Calendar/Campaigns/Events: When looking to deploy new approach tactics - 1. What does the calendar indicate? 2. How would you factor for events? 3. Have you established digital advocacy program yet? 4. Is the board susceptible to rejuvenation?
- 8. An example of cross media two-way communication could look like this Next Page
- 10. NEPS can help 1. Having a moderator can assist in your brainstorming activities 2. Knowing what new questions to ask is essential 3. We have “digital natives” on staff, they’re really cool and they can help you 4. They can also show you best practices from other foundations
- 11. Bill Miller Peter Winters Craig Carew Digital Immigrant Digital Wannabe Digital Native bmiller@nepsmail.com pwinters@nepsmail.com ccarew@nepsmail.com (508) 429-6002 For internal use only