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You Want Me to Give You Money, Too? Part II

Robin Venuti
Published:  02/16/2017

In the spring 2017 issue of Healthcare Philanthropy, I explored Montage Health’s employee giving campaign and possible best practices in “You Want Me to Give You Money, Too?” As a follow-up, I am reporting the results of the campaign, which ran in May 2017.

In a departure from our previous three employee campaigns, this year Montage Health did not offer any incentives to donors. We also changed our pledge form this year to suggest $10/$20/$30 a pay period instead of $5/$10/$20. Last year, we raised $112,645 with 29.6% participation.

This year, we made over 50 presentations at staff meetings (which we learned from our focus group in 2015 was our most effective way of communicating about the campaign), implemented job descriptions for committee members and had three very compelling initiatives, which were described in a video made by our Communications and Marketing department (see below).

We ended the campaign having raised $157,670 with 30.9% participation. While the percentage went up slightly, dollars raised increased by almost 40%. The average gift last year was $172 and this year it was $226. Both years included two large gifts of $7,500 and $7,100 (made by a nurse). These outlier gifts are included in the average gift calculation.

 In prior years, area of greatest need raised almost 50% more than any one initiative. This is the first year one of our initiatives, the new Mobile Health Clinic that will be serving the homeless, raised more money than area of greatest need. It raised $64,140 while area of greatest need raised $62,523.

At the end of the day, I think not offering incentives encouraged philanthropy for all the right reasons. It was also more in keeping with our organizational culture. Those who made a minimal gift in previous years for the incentive, a raffle for gift cards and electronics, probably didn't participate this year, but those who did really wanted to help. I also believe we presented the most compelling initiatives this year, which I am confident, played a big part.

Always looking to improve the campaign, we noted the following in our debriefing meeting:

  • Employees appreciated being asked and want to help.
  • We need more face-to-face opportunities to engage employees.
  • We need to include more nurses on the committee, as their participation numbers continue to be low.
  • We should have a presence on the nightshift by showing up
  • We should have a presence at Montage Health’s Hospital/Nurses Weekend also have a presence at the Nurses Fair held in the spring and fall.
  • Our employees became ambassadors in the community, thereby building awareness of Montage Health programs.
  • We should share the impact of contribution dollars on the intranet regularly.
  • Analyze stats about increased and decreased giving, new and renewed gifts
Our goal was to grow the campaign organically and our numbers show that we did. It also shows some growth in building a culture of philanthropy. But we can always do better. Posts on the AHP Huddle have connected me to others who have been very generous about sharing statistics and ideas. I look forward to this ongoing conversation.
NEWS  /06/06/18
Learn a few tips on how to implement employee giving in your shop.
NEWS  /04/15/15
The following article is based on an AHP webinar presented on February 17, 2016, by Cindy Reynolds
NEWS  /10/23/15
The following article is based on an AHP webinar presented by Heather Procaccino, CFRE, director of development and major gifts at St. Mary Medical Center in Langhorne, Pa.

Meet The Author

Robin Venuti

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