Learning Tracks

Madison Institute Tracks

• Track 1 - Fundamentals of Resource Development

  Summary

  This fast-paced, highly participatory track provides an overview of skills and knowledge required within a comprehensive development program. A focus on personal gift solicitation is complemented by an overview of special event fundraising and annual, major, and planned giving. Special sessions address board and physician giving and tax laws (separate sessions for U.S. and Canadian participants). Attendees will also learn about development structure, strategic planning, and how privacy laws affect fundraising.

   

  Who Should Attend

  This track is ideal for those who are new to fundraising (0 to 3 years)—or for those who want to broaden their understanding of healthcare development. The Fundamentals of Resource Development track is a great foundational course that prepares participants for any of the other Madison Institute offerings in subsequent years.

   

  Curriculum

   

  Overview

  
  

  • Psychology of giving
  • Case for support
  • Strategic planning
  • Development structures
  • Privacy laws
  • Fundamentals of tax law (U.S. and Canada)
  • Prospect research, cultivation, and identification
  • Planning and budgeting
  • Ethics

   

  Prospect and Donor Constituencies

  
  

  • Board members
  • Employees
  • Physicians
  • Individuals
  • Corporations and foundations

   

  Fundraising Toolkit

  
  

  • Direct mail
  • Tribute giving
  • Recognition and donor clubs
  • Special events
  • Capital campaigns
  • Major gift solicitation
  • Estate and planned giving

• Track 2 - Annual Giving

  Summary

  This course is a comprehensive account of annual giving strategies, tools, skills, and approaches for specific constituencies and other keys to success. Learn new skills, gather ideas and be inspired. Expert faculty and classmates share proven approaches you can use on the job to increase your fundraising revenue and to build a pipeline of donors for major, planned, and campaign gifts. Walk away with tools you can use immediately at your organization to build or update your annual plan.

   

  Who Should Attend

  This track is for individuals who want to increase their expertise in annual giving, who have two or more years of fundraising experience, or who have completed the Fundamentals of Resource Development track or a comparable introductory offering.

   

  Curriculum

   

  Creating and Implementing a Successful Annual Giving Program

  
  

  • The psychology of giving
  • Elements of a comprehensive program
  • Annual giving critical success factors
  • Planning, managing, and evaluating annual giving
  • Privacy and compliance (U.S. and Canada)

   

  Annual Giving Strategies and Tools

  
  

  • Direct marketing
  • Monthly giving
  • Corporate giving
  • Grateful patient programs
  • Digital marketing
  • Support groups and community organizations
  • Family giving
  • Special events
  • Commemorative giving
  • Mid-level donor programs
  • Personal solicitation

   

  Annual Giving Skills

  
  

  • Working with volunteers
  • Leadership
  • Donor stewardship and engagement
  • Strategies for coordinating annual, major, and planned gift solicitation

• Track 3 - Elements of Major Gifts

  Summary

  This course is a comprehensive journey through the world of major gifts, from concept to the practical application of knowledge for cultivation and solicitation strategies. Students will have the opportunity for one-on-one consulting time with faculty and will leave with individual action plans to implement immediately.

   

  Who Should Attend

  This track is designed for anyone beginning their career in healthcare philanthropy, venturing into major gifts after working in other fundraising capacities, or working in major gifts for a short time looking to gain more confidence.

   

  Curriculum

   

  Introduction to Major Gifts

  
  

  • Defining the term "major gift"
  • Exploring the difference between transactional and transformative giving  
  • What it takes to be a successful major gifts officer

   

  Donor Motivations and Clinician Engagement

  
  

  • Understanding the role of gratitude as a motivating factor
  • How to build a prospect pipeline
  • How to build a network of philanthropy champions
  • Physician and clinician engagement 

   

  C-Suite and Volunteer Engagement

  
  

  • Working successfully with executive and volunteer leaders
  • Volunteer leadership roles and responsibilities

   

  Setting Priorities and Portfolio Management

  
  

  • Classroom activities will include reviewing prospect lists, pipelines and metrics

   

  Putting Theory into Practice 

  
  

  • Identifying and qualifying major gift prospects
  • Getting the appointment and bringing prospects to the table
  • Aligning prospects to compelling investment opportunities
  • Making the case for support
  • Inviting prospects to make a philanthropic investment (i.e. Making the Ask)
  • Negotiation and closing the gift

   

  Stewardship

  
  

  • Donor recognition
  • Personalized stewardship

• Track 4 - Major Gift Initiatives and the Campaign

  Summary

  Your organization must decide on the best approach in enhance your major gift program. This may include a capital or comprehensive campaign or a modified and targeted approach included in a mini-campaign or special (major) gift initiative. This track is designed and presented by seasoned professionals who will guide you in determining what strategy is best for your situation and implementing the exact structure and plan for the greatest level of success. You will work through all strategic components of a major fundraising campaign—from the inception of the “big idea” with the feasibility study to working through how to appropriately make your asks to celebrating achieving your goal and effectively stewarding those who participated in your success.

   

  Who Should Attend

  This track is designed for anyone at a healthcare organization who is either in the middle of or thinking of starting a major fundraising initiative, including staff and administrative personnel, board members, and volunteers.  

   

  Curriculum

  
  

  • A new way of planning in the changing philanthropic landscape
  • Understanding the essential elements of a winning campaign
  • Understanding the necessary mechanics
  • The importance of a case statement
  • The feasibility study
  • Identifying and recruiting leadership
  • The role of staff, board, and volunteers in the campaign
  • Why stewardship isn't just important; it's everything
  • Securing the donor visit and the art of the ask

• Track 5 - Advanced Skills for Major Gifts

  Summary

  This track will focus on successful leadership and problem-solving skills to better motivate and engage healthcare CEOs, volunteers, and investor-type donors in major gifts program. Participants are required to bring actual solicitation experiences and challenges for group case work discussions and solutions.

   

  Who Should Attend

  Healthcare major gifts officers with a minimum of five years in a major gifts capacity will explore the skills and processes required to expand and maximize their major gift program potential and their career path. While not a prerequisite, it is recommended that participants have completed the Major Gifts and Capital Campaign Tracks offered at the Madison Institute or similar coursework.

   

  Curriculum

   

  Leadership

  
  

  • Successful engagement strategies at all levels (volunteers, staff, executives) 
  • Problem-solving challenges with roles and responsibilities
  • Creating an enduring culture of integrated major gifts
  • The changing healthcare organization: adapting your case and plan 
  • Performance metrics for an overall major gifts program for staff and volunteers

   

  Advanced Techniques and Skills

  
  

  • In-house training 
  • Problem-solving strategies from securing an appointment to advisor disagreements and more

   

  Case Work

  The Advanced Skills Major Gifts class is highly interactive. Time will be dedicated to sharing best practices. Each participant must bring a case to work on throughout the week since a significant benefit of the experience is incorporating the shared learning into your individual situation and plan.

• Track 6 - Planned Giving

  Summary

  This course explores the components of a successful planned giving program, offering an in-depth explanation of planned gift instruments (in both the United States and Canada) and their uses in funding major gifts. This year, understanding the impact of the Tax Cuts and Jobs Act of 2017 on planned giving will be an important benefit derived from attending this course.

  Emphasis will also be placed on ‘small shop’ program design and implementation, and the marketing of gift planning from the donor’s perspective. Walk away with practical tips and tools you can use immediately at your organization to build an effective planned giving program that will help attract, inspire and retain your most loyal donors.

   

  Who Should Attend

  This track is for individuals who have completed the Fundamentals of Resource Development program or a comparable introductory program; those with several years of fundraising experience; and those wanting to initiate a planned giving program or improve an existing one. 

   

  Curriculum

   

  Understanding and Managing the Planned Gift Instruments

  
  

  • Tax aspects of charitable gifts including recent updates (U.S. and Canada)
  • Current gift options
  • Deferred gift options
  • Bequest administration practices
  • Ethical issues in gift planning

   

  Marketing Planned Gifts

  
  

  • Donor-centered marketing essentials 
  • Factors motivating planned gifts 
  • Communicating planned gift opportunities 
  • Identifying gift planning prospects 
  • Cultivating prospective planned gift donors 
  • Asking for the gift 
  • Building endowment with planned gifts 
  • Planned giving and the internet 

   

  Gift Planning Program Opportunities

  
  

  • Common myths about planned giving 
  • Preparing your annual activity plan 
  • Program integration opportunities 
  • Performance goals: tracking, managing, and reporting planned gifts 
  • Principles of charitable estate planning 
  • Using planned giving to solve donor estate challenges 
  • Recognition and stewardship of planned gift donors

• Track 7 - Fundraising Management

  Summary

  Excellent fundraising skills are crucial for professional advancement, but each stage of a development officer’s career demands more and better leadership and management skills. This comprehensive, interactive program focuses on contemporary leadership and management strategies to prepare participants to succeed as a healthcare development executive.

   

  Who Should Attend

  This track is designed for people who aspire to become or have recently been appointed as a chief development officer. Participants should have completed the Fundamentals of Resource Development program or a similar educational program and have at least five years of management experience in fundraising.

   

  Curriculum

   

  Strategic Management of the Fundraising Process

  
  

  • Strategic thinking 
  • The strategic development plan 
  • Leading strategic change 
  • Application of the strategic fundraising process

   

  Operational Effectiveness

  
  

  • Financial analysis and control 
  • High-performance systems for trustees and staff

   

  Leadership Skills for the Development Officer

  
  

  • Leading organizational transformation 
  • The politics of fundraising for the chief development officer 
  • Negotiating and building agreement
  • Board and leadership relations
  • Team building for fundraising success
  • Leading during a crisis

   

  Practical Applications

  
  

  • Making the case for healthcare philanthropy 
  • Resource development

• Track 8 - Philanthropy Operations

  Summary

  This track provides an overview of the many roles and responsibilities typically fulfilled by philanthropy operations managers and the competencies and skills needed to lead a team of operations professionals.
   
  Attendees will be encouraged to share their organizations' operational structures and collaborate on overcoming challenges. 

   

  Who Should Attend

  This track is ideal for those who provide operations support to their organization and aspire to be in a leadership role or are currently in a leadership role and want to learn how to maximize their scope.  

   

  Curriculum

  
  

  • Governance
  • Board/fiduciary management
  • Compliance and legal
  • Strategic planning
  • Budgeting
  • Contracting and vendor management
  • Purchasing and accounts payable
  • Treasury (cash and investment management)
  • Human resources and payroll
  • Donor database and prospect information management
  • Managing unrestricted and restricted funds
  • Programmatic support

• Mini Track 1: Hospice Philanthropy

  Summary

  This three-day track provides an in-depth overview of the elements of a comprehensive development program for hospice. Discussion will include proven strategies in annual giving, major, and planned giving as well as stewardship techniques designed specifically for maximize fundraising potential.

   

  Who Should Attend

  This track is ideal for development professionals assigned to or seeking hospice fundraising responsibilities, whether it is one of many service lines assigned to you or your singular focus.

   

  Curriculum

  
  

  • Case development and elevator speeches for hospice prospects, including messaging that resonates with families experiencing hospice care
  • Establishing an annual giving plan including transforming annual donors into major or planned giving donors
  • Building a culture of philanthropy among the clinical staff, including turning hospice caregivers into allies and training tips on how caregivers can refer grateful families
  • How to conduct a capital campaign for a hospice facility

• Mini-Track 2: Marketing and Communications

  Summary

  In our relationship-forward industry, we need to identify the subtle nuances between marketing and engagement, communication as glue—not bait. We also need to become experts at brand synergy and alignment. We need to change how we define communication. Communication can no longer be a bolt-on, stand-alone endeavor or deliverable. Our communication efforts must have the soul of a storyteller, be driven strategically and supported by data—but not data alone.
  
  The Marketing and Communications mini-track will teach critical areas of communication competence while also providing leading-edge thought leadership, practical takeaways and examples of what works, what doesn’t and the reasons why.

• NEW! Mini-Track 3: Healthcare 101 for Experienced Fundraisers

  Summary

  Wondering what all these acronyms mean, why the administration is structured the way it is, how to understand hospital finances, stay on the right side of patient privacy laws, or best work with clinicians? This brand-new mini track is for you.
  
  The healthcare sector can be confusing, and this course will help demystify the seemingly endless complexity of your new role. Get up the learning curve fast so you can focus on the critical work of supporting your organization's mission by working with donors.

   

  Who Should Attend

  This track is designed for fundraising professionals who are new to healthcare, but not to fundraising. For example, participants may have recently joined a hospital or health system from another sector like higher education or arts and culture.
  
  Please note that this mini-track's content is specific to the healthcare environment in the United States.