Adapted from an AHP webinar presented by Thom Harmon, Director of Leadership Gifts at Fox Chase Cancer Center, an affiliate of Temple University Health System and a National Cancer Institute Comprehensive Cancer Center.
While much has been said about major gifts, physician engagement, and grateful patient fundraising, Thom Harmon offers a practical roadmap for bringing these elements together into a cohesive program, grounded in real-world experience.
For Harmon, the success of grateful patient fundraising hinges on one essential factor: physician engagement. And that engagement, he emphasizes, is only sustainable when built on four foundational principles:
1. Institutional Buy-In
Executive leadership, HIPAA compliance, development directors, and key physicians must all be on board from the start. Their support lends credibility and ensures smoother collaboration with frontline clinicians.
2. Data-Driven Metrics
Clear metrics are essential to track progress and guide strategy. Development teams should define what to measure—such as physician participation, referral sources, patient demographics, and gift outcomes—and use that data to refine their efforts.
3. Start Small
Launching with a pilot program focused on one or two service lines allows teams to test the model and build momentum. A targeted approach also makes it easier to address physician concerns about privacy and professionalism, turning skeptics into allies.
4. Focus on Service Lines
Embedding a major gift officer (MGO) within a service line fosters trust and familiarity. These MGOs should develop a deep understanding of the clinical area and serve as a resource to help physicians navigate philanthropy—from requesting support to accessing donated funds.
“We try to convey to physicians that philanthropy isn’t just about money,” says Harmon. “It’s a way for patients and their families to give back and find meaning. It can even be cathartic.”
In this model, physicians aren’t asked to solicit donations. Instead, they identify grateful patients who might be interested in giving and offer to connect them with the embedded MGO. The development officer then takes the lead in qualifying the donor, cultivating the relationship, and guiding the giving process.
When a gift is secured, recognizing the physician’s contribution is essential. Sharing successes helps build a culture of philanthropy and encourages broader clinician engagement.