Fundamentals of Healthcare Fundraising During a Pandemic
When the COVID-19 pandemic swept through North America in March 2020, hospital development teams turned into emergency crisis fundraisers, seemingly overnight. As stories of overrun hospitals and exhausted front-line healthcare workers filled the media, many people looked at supporting hospitals as a way to help. Consulting agency Marts & Lundy and Canadian affiliate Offord Group have advised clients during these unprecedented times. Using survey results, combined with the expertise of our consultants and examples from across the sector, we can share early lessons of how fundraising fundamentals have been core to success. In May, Marts & Lundy and Offord Group surveyed 36 American and 38 Canadian healthcare organizations to discover how teams were adjusting fundraising activities and metrics for fiscal years 2020 and 2021. The survey uncovered comparators for organizations including how teams were being redeployed, how organizations were adjusting or maintaining metrics and how the case for support was evolving. The situation continues to evolve rapidly, including the way we engage with our stakeholders, and how we prepare to adapt and adjust.
Read the full article, “Trusting Fundamentals of Fundraising During a Period of Disruption” in the Winter 2021 Edition of the Journal for the Association of Healthcare Philanthropy (beginning on page 58).