Philanthropy Champions: Changing the Culture of Grateful Patient Giving
Dana Krauss
Published: 09/19/2019
This article is adapted from a 2019 webinar presented by Elizabeth Dollhopf-Brown, Associate Vice President for Development, and Valerie A. Donnelly, Director of Philanthropy Champions & Clinical Advancement, both from the University of Rochester Medical Center (URMC).
At URMC, the Philanthropy Champions program bridges the gap between skilled clinicians and grateful patients who want to give back. In partnership with the major gifts team, Philanthropy Champions help redefine grateful patient giving and deepen donors' ties to the institutions they support.
The Components
URMC began by addressing three essential questions: Who should be Philanthropy Champions? Who supports them? And how should they be trained?
Ideal Champions are influential clinicians—regardless of title—who are open to learning about philanthropy. They may simply want to improve their responses to gratitude or be ready to refer patients to development colleagues.
Support comes from “Advancement Partners,” major gift officers paired with specific Champions based on specialty (e.g., oncology, nursing). These partners act as guides, helping Champions understand their role and serving as the referral point of contact.
The training includes a kickoff session, interactive case studies, and conversations about philanthropic language. Most importantly, it centers on one-on-one meetings between Champions and their Advancement Partners to build trust and personalize referral strategies.
Planning the Program
Building a program like this takes time. Start by securing buy-in from your CEO and enlisting major gift officers to serve as Advancement Partners. Research other physician philanthropy models—focusing on institutions similar in size to yours—for practical insights. Use a robust fundraising database and, where appropriate, a separate HIPAA-compliant system for patient information.
Define clear goals and ethical standards. While expanding the donor pipeline is a key aim, it's equally important to dispel the misconception that philanthropy exploits patients. Champions are simply taught to recognize expressions of gratitude and refer those conversations. Their only role is to listen, respond appropriately, and make a connection—not to fundraise.
At URMC, the development of this program took eight months. Programs that require significant human resources shouldn't be rushed. Careful planning matters.
The Impact and Lessons Learned
Since 2015, URMC’s Philanthropy Champions have helped raise over $33 million from grateful patients and families. With 118 Champions trained—and the curriculum now shared beyond URMC—the program has normalized philanthropy among clinicians. Even the most skeptical physicians have become comfortable responding to gratitude and, in some cases, making referrals.
The program’s influence grows as Champions share their success with peers, inspiring new participants. If you're building a similar program, start by securing leadership support, establish a framework for measuring success, and remain adaptable. Challenges are inevitable, but the reward—empowered clinicians and more meaningful donor relationships—is worth the effort.