Each year, AHP member organizations find new and innovative ways to advance their missions and achieve greater impact for the populations they serve. Congratulations to this year’s Innovation Award Winner, IU Health Foundation in Indianapolis.
Led by the core team of Lindsay Burkowski, Jordan Brewer, Derek Nutty, Abby Charlebois, Cara Willey, BSN, RN, Jami Marsh, Crystal Miller, MA, FAHP, CFRE, and Caroline Durava, read on to learn more about their Experience the Difference model. It reimagines the donor experience and helps deepen and strengthen an internal understanding of philanthropy.
Personalizing Donor Engagement
Experience the Difference is a highly personalized fundraising and engagement model that goes beyond traditional storytelling by offering authentic, unscripted access to clinical environments, education and training programs, and community outreach initiatives. Participants engage directly with clinicians, educators, and leaders, gaining a firsthand perspective on how care is delivered, how innovation happens, and how philanthropy fuels IU Health’s mission.
With what began as a small preview experience, Experience the Difference has transformed into a full day, immersive program that is now a core strategy for fundraising and engagement. It has also expanded beyond the Indianapolis metropolitan area into regional adaptations, demonstrating its scalability across diverse healthcare environments.
In short, the program has fundamentally reimagined how donors engage with philanthropy at IU Health.
Stepping Away From That Traditional Donor Tour
Experience the Difference differentiates itself from traditional behind-the-scenes donor programs in its deep personalization and experiential design. Each participant is paired with a strategic IU Health leader and guided through four to six immersive experiences that are intentionally curated based on their interests, lived experiences, professional background, or personal health connections.
No two experiences are the same, and rather than presenting a standardized agenda, the program allows individuals to engage with healthcare in ways that are personally meaningful and relevant.
This innovation was driven by a clear shift in donor expectations. High-capacity donors increasingly seek transparency, meaningful engagement, and a deeper understanding of impact before making significant philanthropic commitments. Many are motivated by personal experiences with healthcare or a desire to align their giving with their values, and they expect opportunities that reflect that level of intentionality. Traditional approaches, like large events, presentations, and tours, were no longer sufficient for individuals who wanted to see and experience the work firsthand. In some cases, donors were hesitant, disengaged, or seeking renewed connection after a lapse in philanthropy.
Proven Success Behind the Program
Post event surveys showed that 90% of participants were able to better understand how philanthropy supports IU Health’s mission through Experience the Difference. Additionally, one-third of the participants were new to the IU Health system, increasing organizational awareness in their community.
This model also engaged clinicians and multiple departments within the foundation with over 99% of clinicians saying they would participate again.
Currently, the total philanthropic impact resulting from the program is $29,135,450, which includes gifts, pledges, and matching funds.
Lessons for Healthcare Philanthropy Professionals
For healthcare organizations looking to create their own version of IU Health Foundation’s Experience the Difference program, here are a few key takeaways:
- You can do more with less: Experience the Difference was crafted using existing Foundation operational budgets and supported through cross departmental collaboration.
- Prioritize relationship building: An immersive model such as this one thrives when learning and relationship building are the key focuses, not solicitation.
- All hands on deck: A program like this one requires intensive planning, engagement of clinicians and multiple departments, and careful participant selection.
IU Health Foundation’s Experience the Difference model utilizes preexisting organizational resources to create experiences that build trust, deepen relationships, and inspire long term investment in the health of the community. Congratulations again to our 2026 AHP Innovation in Philanthropy Award winner!
