Other key survey findings include:
For the first time, this year's report incorporates standard performance benchmarking, which is designed to facilitate comparisons among philanthropy programs of varying sizes, from large hospital systems to community hospitals and long-term, hospice and home care facilities.
McGinly says standardizing the reporting is important to providing meaningful comparisons. For example, with uniform benchmarks, hospitals will all include the same expenses when determining their cost to raise a dollar.
"We desperately need this standardization in our profession, and we find our high performers are leading us in that direction," McGinly says. "There needs to be consistency across the board."