Best Practices to Establishing a Grateful Patient Program

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1 Best Practices to Establishing a Adam Wilhelm Vice President Campbell & Company Holly Gibout Vice President Northwestern Memorial Foundation November 20, 2014

2 Webinar Best Practices 1. Close any programs (other than GoToWebinars) that are running on your computer 2. Call-in using a telephone instead of using your computer speakers 3. Move your cell phone away from your computer 4. If you experience visual issues, send a chat to Campbell & Company or contact GoTo at

3 About the Speakers Adam Wilhelm Vice President Campbell & Company

4 About the Speakers Holly Gibout Vice President Northwestern Memorial Foundation

5 Motivation for Researching This Topic Tensions and questions around: Declining overall healthcare revenues Uncertainty with the advent of the Affordable Care Act (ACA) Why do some programs produce better results than others?

6 Motivation for Researching This Topic Research objectives: Identify which practices produce the most robust results Determine whether best practices vary across different types of institutions, including academic medical centers, large systems, children s hospitals and community hospitals Illustrate an Institutional Growth Matrix to measure institutions progress with their program

7 Participants

8 Methodology The study consisted of two parts: a survey and a phone interview. Four academic medical centers Seven large systems Three children s hospitals Four community hospitals

9 Total Dollars Raised More than $50 million $25-50 million $ million $5-9.9 million $1-4.9

10 Size of Foundation Staff 60 More than Prospect Researchers/Managers Frontline Fundraisers ("Gift Officers") Total Size of Foundation Staff

11 Years of Operation More than 7 years 4-6 years 2-3 years Less than 2 years 0 years

12 Who is Involved in the Program? Institution 7 Institution 10 Institution 16 Institution 1 Institution 4 Institution 12 Institution 9 Institution 13 Institution 11 Institution 2 Institution 3 Institution 18 Institution 14 Institution 8 Institution 17 Institution 6 Institution 5 Institution 15 CEO Hospital Executive Staff Physicians/Doctors Nurses Volunteers Question or comment regarding the material? Please send a chat to Campbell & Company. If you experience any sound issues, please use the telephone option. If you still experience difficulties please call

13 The Pillars of s Institutional Involvement and Commitment Data Capture & Analysis Rounding and Concierge/VIP Programs Engagement of Physicians and Nurses Follow up

14 Discoveries from Findings

15 Discoveries Rounding on inpatients should be done selectively, focusing on the greatest return and improving the overall patient experience. Our findings indicated a small return from inpatient visits with cold prospects; a greater return was noted for ensuring the quality of care that current prospect and major donors received.

16 Discoveries Building trust with physicians and other clinicians and educating them on the importance and potential impact of philanthropy are critical to effectively engaging and building philanthropic relationships with patients. Our findings showed that ongoing training, educating and relationship building with all individuals involved in treating patients was a core part of a successful Grateful Patient program.

17 Discoveries Direct mail is inefficient, though when implemented, strategy should follow an Honor Your Caregiver model. Our findings indicated that only through highly segmented and personalized direct response outreach was it worth it to mail to a high volume of patients.

18 Discoveries Having a foundation staff member who is either a former physician or hospital staff member act as a clinical liaison can nurture strong clinical staff engagement and provide significant benefit to current and prospective donors. Our findings showed a strong return from offering current and potential donors the benefit of hand-holding as they or members of their family approached care or treatments in the hospital.

19 Discoveries Fostering a culture of philanthropy within the institution is imperative so that hospital staff understand that they too have an impact on building relationships that lead to gifts. All hospital staff should be able to articulately respond when a patient asks how can I give back? And more than that, trust and aid in the process of introduction to fundraising staff. Question or comment regarding the material? Please send a chat to Campbell & Company. If you experience any sound issues, please use the telephone option. If you still experience difficulties please call

20 Strategies for Building a Robust

21 Basic Assumption Engagement of patients is one step in a relationship building process Grateful Patients

22 Strategies Establish a Beneficial Role for Fundraisers in the Patient Experience Rounding on donors and individuals with a close relationship to the hospital. Rounding on all high-net-worth individuals Developing a Concierge or VIP Program Hybrid rounding model Question or comment regarding the material? Please send a chat to Campbell & Company. If you experience any sound issues, please use the telephone option. If you still experience difficulties please call

23 Strategies Create a Positive Environment for Physician and Nurse Engagement Develop a role for a clinical liaison Develop relationships Work with the physicians and nurses who will work with you Work with hospital executive leadership to promote participation Give patients the opportunity to donate on behalf of their caregiver.

24 Strategies Cultivate High-Quality Prospects Instead of a High Quantity of Prospects Wealth screening & modeling Pursue prospects within high-satisfaction service lines Physician referrals Recommendations from the hospital executive leadership and board Direct Mail

25 Strategies Tie Grateful Patient Efforts to the Institution s Mission and Goals Seek the support of the hospital executive leadership and your board(s) Demonstrate how fundraisers can positively impact a patient s experience Provide patients with an opportunity to give back. Question or comment regarding the material? Please send a chat to Campbell & Company. If you experience any sound issues, please use the telephone option. If you still experience difficulties please call

26 Best Practices in Children s Hospitals Should be referred to as Grateful Family Programs The four pillars of a program are implemented in different ways Only round on particular patients or families Follow-up post discharge with prospective donor families

27 Strategies in Practice Relationship based culture Benefactor Relations program Patient/donor rounding philosophy/practice Thoughts on developing positive and productive relationships with physicians Holly Gibout Vice President Northwestern Memorial Foundation

28 Institutional Growth Matrix

29 Next Steps Begin a program of physician engagement today. Determine a strategy for identifying and potentially visiting donors and high-net worth prospects. Create a measurable process for next steps Question or comment regarding the material? Please send a chat to Campbell & Company. If you experience any sound issues, please use the telephone option. If you still experience difficulties please call

30

31 Next Up! More questions? Contact us at: or call Join us for our next webinar: Fundraising Communications 201: Messages for Donors 12:00 p.m. CT, Tuesday, December 9,

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