“Cover your pockets, the foundation person is coming!”
You’ve likely heard a variation of that joke while walking the halls. For many medical professionals, fundraising is a mystery at best and a threat to the patient-physician bond at worst. They often lack a clear understanding of how philanthropy works, why it matters, and—most importantly—why they should be involved.
Gail Rudolph, president of Sequoia Hospital Foundation, and Ben Golding, chief operating officer at Advancement Resources, recently discussed how to dismantle these obstacles and build collaborative relationships with clinical staff.
Establish Yourself as a Colleague
Medical professionals are often wary of philanthropy because they worry they will be expected to ask patients for money. To get them to listen, you must first protect the sanctity of their role. Rudolph suggests starting the conversation with a bold stance: “I believe it’s unethical to start a conversation about money at the bedside.”
Once that tension is broken, frame the process as a professional referral—no different than any other clinical referral. Use clear, grounded language to establish your boundaries: “You wouldn’t want me starting an IV or doing heart surgery; likewise, I will be the one asking for the gift.”
Define the Physician’s Role
Trust is built when clinicians understand the process, not just the person. Clearly articulate exactly what will happen to the patient once a referral is made. Rudolph and Golding define the physician’s role through four specific actions:
- Creating an environment where gratitude is appreciated and can thrive.
- Listening for and encouraging expressions of meaningful experiences that go beyond medical outcomes.
- Making referrals to development professionals.
- Expressing appreciation to those who choose to invest in the organization’s work.
Start Small and Maintain Momentum
When launching a physician engagement initiative, balance is more important than scale. Only engage the number of physicians you can realistically support; Golding and Rudolph suggest a ratio of 10 to 20 physicians per major gift officer.
To maintain these relationships, you must close the loop. Tell your medical partners: “I don’t want you to be embarrassed by not knowing what conversations we are having with your patient.” Following up ensures they are never caught off guard and reinforces the fact that your roles are separate but complementary.
Connect Philanthropy to Healing
When a physician asks why they should be involved at all, the answer is simple: Because it helps the patient.
Philanthropy is not just about funding research or resources; for many, it is a vital part of the healing process. This is true for both positive and negative outcomes. Rudolph and Golding share the story of a donor who lost her baby and found that giving back provided a necessary sense of closure. As she put it, “I needed to seal that chapter.” By providing a referral, a physician gives their patient an outlet for gratitude or a path toward peace.
