Effective Fundraising Strategies for Healthcare Nonprofits
Abstract
Digital fundraising tactics and blended approaches characterize effective grant and fundraising strategies for small to medium healthcare nonprofits. Fitzpatrick and Deller (2000) detail how cultivating individual donors, securing foundation grants, and engaging corporate giving sustain traditional efforts. Sun and Xu (2017) and Meneguzzo et al. (2020) describe social media integration, online donation platforms, and crowdfunding as cost‐effective and broad‐reaching digital tools, with the latter highlighting their strong performance during crisis situations. Witherspoon (2018) and Haderlein (2006) illustrate that combining these digital methods with conventional donor relationships and strategic philanthropy can optimize resource allocation.
Screening Criteria
- Focus on small to medium-sized nonprofit healthcare organizations (annual budget under $10M).
- Empirical studies, case studies, systematic reviews, or meta-analyses on fundraising effectiveness.
- Quantifiable success metrics such as funds raised, grant success rates, or ROI.
- Coverage of traditional fundraising (grants, donor campaigns) and digital fundraising (social media, crowdfunding).
- Studies conducted in developed economies with comparable fundraising environments.
Data Extraction
We extracted key information from each study, including study design, organizational context, fundraising methods examined, effectiveness metrics, and challenges faced.
Characteristics of Included Studies
| Study | Study Focus | Organization Size | Methodology | Key Fundraising Approaches |
|---|---|---|---|---|
| Fitzpatrick & Deller, 2000 | Fundraising skills for healthcare executives | Not specified | Theoretical paper with case studies | Individual donations, foundation grants, corporate giving |
| Haderlein, 2006 | Strategic importance of philanthropy for hospitals | Nonprofit community hospitals | Descriptive/theoretical paper | Not mentioned |
| Meneguzzo et al., 2020 | Innovative fundraising in Italian healthcare during Covid-19 | Not specified | Theoretical paper | Online donations, crowdfunding |
| Sun & Xu, 2017 | Social media integration in nonprofit healthcare fundraising | Small, Medium, Large | Empirical research (survey) | Social media strategies |
| Witherspoon, 2018 | Digital marketing & IT strategy for nonprofit fundraising | Not specified | Case study | Online event management, self-service ticketing, email marketing, social media ads |
Key Fundraising Strategies
- Traditional methods: Individual donor cultivation, foundation partnerships, corporate giving.
- Digital methods: Social media campaigns, online donations, crowdfunding.
- Blended strategies: Combining online platforms with direct donor engagement for optimized fundraising.
Implementation Strategies
| Strategy Type | Implementation Requirements | Effectiveness Indicators | Resource Requirements |
|---|---|---|---|
| Traditional (e.g., donations, grants) | Skilled fundraising staff, relationship building | Not specified in abstracts | Not specified |
| Digital (e.g., social media, crowdfunding) | Digital infrastructure, tech-savvy staff | Effective in crisis situations (e.g., Covid-19) | Investment in digital tools and platforms |
| Integrated (traditional + digital) | Comprehensive strategy, diverse skill set | Not specified | Likely requires significant staff and technological resources |
Size-Specific Considerations
| Organization Size | Recommended Strategies | Success Factors | Resource Implications |
|---|---|---|---|
| Small | Focus on digital platforms (social media, online donations), Skill development | Cost-effectiveness, Broad reach | Limited initial investment, Staff training |
| Medium | Integrated approach (traditional + digital), Strategic philanthropy | Diversified funding sources, Long-term planning | Moderate investment in both staff and technology |
References
Fitzpatrick, J., & Deller, S. (2000). "Fundraising Skills for Health Care Executives."
Haderlein, J. (2006). "Unleashing the Untapped Potential of Hospital Philanthropy."
Meneguzzo, M., Fiorani, G., Frondizi, R., & Rossi, N. (2020). "Go Fund Medicine: Verso Un Nuovo Fundraising in Sanità?"
Sun, R., & Xu, B. (2017). "Integrating Social Media into Health-Care Marketing."
Witherspoon, R. (2018). "Expanding the Digital Marketing and Information Technology Strategy of a Thriving Nonprofit."
