"Even in a rural area you can do things like hold your annual campaign four to five times a year targeted to different donors," he says. "There are activities that are able to generate more ROI. You are not going to achieve what a large hospital in New York does, but you can still make jumps in your fundraising levels."
The effectiveness and efficiency of fundraising efforts were little changed over the year, according to the report. For every dollar spent on fundraising programs, median ROI was $3.22 in FY 2012, only two cents less than in FY 2011. The cost to raise a dollar (CTRD) also remained steady, with a median of 31 cents.
The median CTRD for children's hospitals and academic hospitals was lower than the overall median at 25 cents and 19 cents, respectively.
"With children's hospitals and university-based hospitals, the ROI is higher and the cost to raise a dollar is lower," McGinly says. "They do have advantages. For example, children's hospitals have a tremendous appeal, so some of those dollars are going to come with less effort."