Creating a Culture of Giving

HR is in an unusual position to facilitate a culture that emphasizes philanthropy—but it's important make it a part of every level of the hospital's culture.

Should encouraging philanthropy be part of HR's job?

Some would say that's the hospital foundation's job, but that would be a missed opportunity, says Heather Procaccino, director of development and major gifts at St. Mary Medical Center in Langhorne, PA, which is part of the Trinity Health network.

Healthcare workers who participate in philanthropy within their organizations are more likely to be engaged at work than those who do not, she says. "And employee engagement is critical. An engaged colleague is a happy colleague—and that means patients will be well cared for."

Bill Mountcastle, president and principal Consultant at the Health Philanthropy Services Group in Columbus, OH, agrees.

"From an HR perspective, you have an opportunity to educate the leaders of departments and make sure they are talking about the value of a culture that embraces giving and thanking. You have an opportunity to create an attitude of gratitude."

HR has the power to shape and educate their organizations and communities about the importance of giving, Mountcastle and Procaccino say. "Philanthropy is… not about money, it's about how we act, and about how everyone can articulate the case for giving," says Mountcastle.

How can HR executives create an engaged, giving-oriented culture in their hospitals? Like many cultural changes, it starts at the top.

Set the Right Example

As with other cultural changes, it's important that those at the top model the behaviors and attitudes you hope to spread throughout the organization, says Mountcastle.

The CEO and their fellow C-Suite members need to be among the most committed to philanthropy, whether it's by hosting benefits for the organization, fundraising, or donating their own monetary gifts. "They need to be able to advocate for the organization and be a champion for it—always," says Mountcastle.

Teaching employees to think about philanthropy and how it relates to the culture of the hospital is key, he adds. "When you think about organizational culture, it's really how people think, act, and behave as an organization. As a business function, HR has the ability to shape, form, and build the culture they hope to see. HR can educate leaders."

Look to Colleagues

But it isn't all about what the people at the top do. Hospital employees can make an even bigger impact, says Procaccino, and she's seen it firsthand. St. Mary Medical Center started its Colleague Giving campaign in 2006. Since then, more than $1.5 million in donations have been given to the campaign, excluding physician donations.

But it didn't happen overnight. Procaccino spent more than a year laying groundwork for this ambitious program.

"I spent a year going to every single department meeting in the hospital… I wanted to meet the entire staff and tell them what I did, why raising money is important, and why giving is important to colleagues."

Procaccino made sure to explain what donations are used for—equipment and upgraded facilities that allow the organization to provide advanced patient care. She explained what it meant to work for a non-profit system, and why gifts helped the hospital be sustainable.

She also took time to explain to everyone how they could encourage philanthropy, just by being an excellent nurse, a thoughtful environmental services worker, or an attentive frontline employee.

Contributing to excellent patient experience is key, says Procaccino. "If a patient's experience is excellent, when they hear from [fundraising or development], they will be more willing to give a gift," she says.

St. Mary Medical Center's Colleague Giving Campaign was implemented through its fundraising department, but many HR departments could do something similar within their own health systems, says Procaccino.

Values Matter

While your eye is on your colleagues, ask yourself about the kind of physicians and physician leaders you want your organization to recruit and promote. What kind of nurse managers will be encouraged to take leadership roles?

The people who are promoted within the hospital should be illustrative of the culture you are trying to promote.

Mountcastle also believes that getting healthcare workers into the philanthropic spirit might not be much of a challenge, as many workers who are drawn to healthcare are driven by the opportunity to help their fellow man.

"They're philanthropists in the literal sense," says Mountcastle. "They love mankind."

But it's important to remember why people donate, whether they are members of the C-Suite, part of your workforce, patients, or members of the community.

Donors see healthcare philanthropy as a chance to make a lasting impact. Philanthropy is a chance to be connected to something greater than oneself, to be a part of something big. Allowing donors to feel connected to their community, to other patients, and to something lasting is vital, says Mountcastle.

"Philanthropy is not about money. [Donors] want to know they are part of the solution, and are doing good work."