Health in Philanthropy
As I take a deeper dive into healthcare philanthropy, I am clinging to the experiences shared by our healthcare professionals and how they relate to my daily work. Dr. Thompson, a Palliative Care physician, shared that he wanted to be called for consultation at the diagnosis of a severe illness versus when the patient is nearing death. He shared with us various types of death to provide a visual of where palliative care begins during the duration of a patient going from high functioning to death. You see an example of this here:
Image Source: Presentation, Dr. Benjamin Thompson, Prisma Health Palliative Care Physician
As any normal fundraising professional, I obviously started thinking about donor relations and engagement. What if we called on donor relations at the start of a relationship instead of when we fear the end of life of a donor (or gearing up for another ask)? Within palliative care, they provide various therapies and support to ensure that the patient feels comforted as they cope with the state of their health. Reminding us that just because someone is ending their life, doesn’t mean they need to be treated as such. We’re human. Donors are human. So why do we treat them as transactional relationships that can only be captured in a time of low function/crisis/end of donor life?
In the state that we are addressing them as humans and part of a community, we can really take a tip from palliative care physicians who are providing care for the whole person. They aren’t thinking about what they can get out of this person before their life ends. They are thinking, how can I provide the support that keeps you interconnected with what is most passionate and meaningful to you over the next few days/weeks/months/years? Integrating donor relations and engagement strategies for your organization can provide just that: care and support for the whole person as they interact with the organization.
Shift Towards Genuine Connections, Not Just End-of-Year Campaigns
Photo Source: Unsplash
Instead of focusing solely on end-of-year campaigns and integrating stewardship at the last moment, let's consider how we can create genuine, honest connections. This requires a culture change and can't be treated as a mere tool to be called upon once a year. Connecting with palliative care, it encourages us to allow silence, pause, validate, and explore emotions. Isn’t that what we’re searching for in this sector?
To further connect the dots of healthcare and healthy connections, let’s take a moment and rephrase some of the conversation guides I learned from this palliative care workshop and how we can begin to integrate donor relations into the daily care of our advocates
Palliative care says: “I would like to talk together about what’s happening with your health and what matters to you. Would this be okay?”
We say: “I would like to talk together about what’s happening with you and what matters to you. Would this be okay?”
Palliative Care says: “Can I share my understanding of what may be ahead with your health?”
We say: “Can I share my understanding of what may be ahead as we partner together on [insert path]?”
Palliative Care says: “I will do everything I can to support you through this and to make sure you get the best care possible.”
We say the same thing…
By creating opportunities for meaningful engagement and building strong relationships with your community of advocates, your organization can better meet its goals and have a greater impact on the causes it supports.
Here are some ways in which integrating donor relations can benefit your organization:
Increased donor engagement: Integrating donor relations within your fundraising strategy allows for more opportunities to engage with your community and build a deeper understanding of their motivations and interests.
Improved retention of your community of advocates: By focusing on building relationships with donors, you increase the likelihood of retaining them as long-term supporters of your organization.
Enhanced appreciation: Advocates who feel valued and appreciated are more likely to continue giving of their time and resources.
Better understanding of needs: Integrating donor relations allows for a better understanding of how to intertwine the community needs with your organization. This can inform future fundraising strategies and help tailor communications to better collaborations.
Increased likelihood of sustainable giving: By building strong relationships with advocates, they may be more likely to consider making a major gift or leaving a legacy gift to support your organization.
Source: 2015-2023 Ariadne Labs: Serious Illness Conversation Guide, patient-tested language
Just thinking beyond the transaction. 🙇🏽♀️
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