Running a healthcare institution is about to get a lot more challenging, and in many cases there won't be a financial cushion to fall back on. As heads of the bully pulpit, that means CEOs have to do a better job of articulating the continuing need for more charitable giving to their institutions and identifying potential donors. It appears your peers in Canada have already gotten that message across. Despite the recession, giving from 2008-2009 actually increased there, by 5.2%.
It's time to make philanthropy a strategic imperative.