Webinar Series

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Next-Phase COVID Communications: Bridging From Need to Opportunity

Available On Demand
Originally presented June 5, 2020

The spread of COVID-19 across the United States this spring was an unprecedented crisis for hospitals and health systems. Leadership scrambled to accommodate the operational demands of incoming cases. Development officers were enlisted to serve on multiple fronts, from supporting communications to acquiring PPE and transporting supplies. Donors called in, anxious to help, eager to contribute emergency funds and make gifts-in-kind of food and supplies.

As we approach summer, health care systems are better prepared to manage a continuing pandemic, but uncertain of its course or duration. For Advancement leaders, the challenge is to transition from a need-based framework to an opportunity-based one. But how do they simultaneously pursue their pre-virus priorities? How has COVID changed what will resonate with donors?

SteegeThomson, a firm devoted exclusively to nonprofit fundraising and marketing communications, will facilitate a webinar featuring a panel of AHP members sharing what they are hearing from donors and how they are preparing their messaging for the next phase of the COVID pandemic. 

When quarantining eases, competition for philanthropic dollars across the nonprofit sector will be intense. Fundraisers must be prepared to tell the story of the impact they have made in the community, what needs remain, and how the institution’s vision has evolved. Those organizations that have thought through the case for support will be in a better position to capture donor interest and have productive conversations.

During the webinar, you'll hear recommendations for how you can update messaging, reinforce your brand, raise visibility, and cultivate donors in the next phase of the COVID era.


  • Denise Portner, Senior Vice President, SteegeThomson Communications
  • Carol Parlin Prushan, Vice President and Chief Development Officer, Einstein Healthcare Network
  • Michele Gagne, Managing Director of Development, Massachusetts General Hospital
  • Erin B. Northrop, Senior Managing Director of Development, Massachusetts General Hospital
  • Peggy Caldwell, Lead Communications Strategist, Vanderbilt University Medical Center Development


AHP Members: Free 
Non-members: Free
Register Here