4 Pillars That Predict a Successful Healthcare Campaign
Jessica Browning, MBA
The following post is sponsored by Winkler Group, for which the author, Jessica Browning, MBA, is a principal and executive vice president.
What makes some hospital or healthcare campaigns wildly successful while others barely hit their goals? The answer is more straightforward than you think.
Successful campaigns can be traced back to four fundamental elements—pillars—because they are as essential to a campaign as four walls are to a building. A healthcare organization that meets all four benchmarks is far more likely to reach or exceed a campaign goal than a hospital foundation that is missing one or more.
The four pillars of a successful campaign are the same regardless of the type of hospital foundation or healthcare organization. What’s behind a successful campaign transcends size and budget.
Pillar #1: A Big and Inspiring Vision
The key to a successful campaign is a vision that moves your hospital or health system to the top of your donors’ and your patients’ priority list.
To do that, you must deliver a set of campaign priorities that excites them—one that inspires them to stretch and give sacrificially for the period of the campaign.
Inspirational priorities are not limited to capital projects; donors are increasingly interested in investing in outcomes. For healthcare organizations and hospital foundations, this can mean endowment funding for research programs, initiatives that strengthen community wellness, or expanding widespread access to a medical education among diverse populations.
Leadership donors are more interested today in endowments than in years past and are deliberate about the staffing and maintenance of new facilities. Not satisfied merely to fund bricks and mortar, donors are concerned about the long-term health of the facilities.
An important trend that has developed over the past 10 years is the need for a higher level of specificity. In years past, donors were content with nebulous priorities presented without details. Today’s donors are savvier; they want to hear specifics (high-level details, not minutia) associated with each priority being presented in a campaign readiness study.
Pillar #2: Do Your Donors Have Confidence in You?
To learn the other three pillars and these key takeaways, continue reading the full report from Winkler Group here.
- Strengthen your grateful patient program before and after a campaign.
- Learn what donor data is important to capture.
- See case studies from healthcare campaigns.
- Use these benchmarks to score your readiness for a campaign.
- Shore up weaknesses to improve your readiness.