During a recent Big Ideas in Philanthropy podcast discussion, I caught up with my colleagues Mark McCampbell and Caleb Dutzer and asked them about what they are seeing from our partners in healthcare philanthropy, what has shifted post-pandemic, and what strategies are driving impactful change today.
The Shift in Gratitude and Passion
Healthcare philanthropy has been rooted in gratitude for many a year now. Donors are often motivated by positive personal experiences within hospitals, healthcare systems, or even by the heartfelt touch of a caregiver. Recognizing these motivations, many organizations prioritize grateful patient programs to channel this appreciation.
However, as the pandemic cast a more intense spotlight on healthcare, the narrative expanded around what motivates donors to give. “The pendulum is swinging… development teams need to understand how to engage donors in their passion, not only their gratitude,” McCampbell said. This shift underscores the need for fundraisers to connect with donors on deeper, more diverse interests that align with their organization’s vision.
The pandemic also elevated awareness of healthcare philanthropy’s tangible and transformative impact. Beyond enhancing patient care and funding initiatives, philanthropy now plays a critical role in addressing broader systemic challenges like physician burnout and creating environments that foster joy and fulfillment for healthcare workers. These secondary benefits create a virtuous cycle, embedding philanthropy even more deeply into the DNA of healthcare systems.
Building a Culture for Philanthropy
Creating a culture for philanthropy requires intentional leadership and a holistic understanding of the organization’s goals. Culture is the “why” behind every strategy. It’s not simply implementing programs like a grateful patient initiative—it’s about embedding philanthropy into the culture as a fundamental organizational value.
Leadership buy-in and cross-departmental involvement—from janitors to board members—can transform philanthropy from an add-on task to a part of everyday operations. When everyone in the organization understands and supports the impact of philanthropy, it becomes a seamless extension of their roles.
As McCampbell noted, “You can’t have a grateful patient program without grateful patients.” Everyone in the organization must prioritize excellent care and compassionate interactions to cultivate genuine gratitude and, in turn, inspire philanthropic support.
Vision and Storytelling: The Cornerstones of Impact
One of the most compelling ideas we discussed in the podcast was the importance of storytelling in healthcare philanthropy. Leaders must move beyond explaining the “how” of their work and focus on the “why.” Sharing stories that articulate the societal impact of their efforts can inspire donors to invest in transformative visions rather than transactional goals.
For example, a development officer working in an underserved community reframed their fundraising pitch by focusing on the long-term societal impact: “We have the opportunity to rebalance this community by nurturing its potential and bringing trained professionals back to change it forever.” This powerful narrative not only captured donor interest but also illuminated the profound connection between healthcare philanthropy and social equity.
Elevating Philanthropy as a Strategic Pillar
To truly thrive, healthcare organizations must treat philanthropy as a core business strategy—part of the bottom line rather than “budget dust.” Encouragingly, some health systems are leading the way in this shift, integrating philanthropic revenue into their financial planning and treating it as a “margin of the future.”
When philanthropy becomes a vital part of the operational framework, it garners attention from the C-suite and becomes essential to the organization’s long-term sustainability. Integrating philanthropy not only strengthens financial resilience but also aligns it with broader organizational goals, fostering innovation, enhancing patient care, and ensuring long-term sustainability. By treating philanthropy as a strategic pillar, healthcare organizations can unlock its full potential, transforming it into a catalyst for mission-driven impact.
The Path Forward: A Call to Action
For healthcare leaders and fundraisers, the challenge lies in moving beyond the status quo. This means engaging in honest conversations about organizational priorities, crafting compelling funding priorities, and fostering a culture that celebrates philanthropy as the heart and soul of healthcare.
“Philanthropy can provide the extra cushion to turn some heads… inspiring individuals to be part of a larger story,” Dutzer said. By shifting perspectives and focusing on the bigger picture, healthcare philanthropy can redefine how organizations deliver care and impact lives for generations to come.
Through gratitude, vision, and storytelling, healthcare philanthropy is poised to not only fund transformative projects, but to elevate the human experience within healthcare systems worldwide.