Tough Economy No Excuse for Lax Fundraising

Rene Letourneau, for HealthLeaders Media , November 18, 2013

One Donor at a Time
"We can't do it with newspaper ads or en masse. We have to do it one donor at a time. We sit with them and talk about what their donation can support. We make those cases on a one-on-one basis, and we get their input" on how they would like to have their donation spent, she says.

"Those folks who can make the biggest difference with the largest donations always want some time with the CEO," she adds, noting that it's critical that the executive responsible for the institution's development efforts have a reporting relationship with the CEO.

"The chief development officer should always report to the CEO… They should talk about donors and strategies and tie the donors who have the most means to the strategic opportunities of the hospital. They should discuss which donors can be matched with which projects."

Hospitals also need to understand that the current generation of donors is different than those who came before them, Doliner says.

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