Critical Role of Physicians in Fundraising (part of the healthcare series)

Critical Role of Physicians in Fundraising (part of the healthcare series)

By Tom Wilson Major Gifts Guru

One of the most highly respected fundraisers in healthcare is Claudia Looney, senior vice president for development at Childrens Hospital Los Angeles. She recently co-authored an article, “The Critical Role of Physicians in Fund Development” in AHP Journal (Spring 2009), with Walter W. Noce, Jr., retired vice chairman, president & CEO of Childrens Hospital LA. They will be co-presenting this topic at the AHP International Conference in San Francisco, September 2009.

Children’s Hospital Los Angeles has raised more than $750 million since 2000. “Campaign leaders need to create an environment where employees and physicians realize, and actively support, the notion that philanthropy is the lifeblood of the institution.”

Looney and Noce restate an item I stress in healthcare fundraising – for physicians it’s not so much asking for money as being open to working with the fundraising staff to cultivate donors through formal presentations, facility tours, and informal discussions. They also tackle an important fundraising planning issue.

“At Childrens Los Angeles, we used multiple concurrent campaigns built around strong medical programs. Before we committed to a campaign, each of these programs had to develop a business plan. This effort was physician led. We asked each medical area what their needs would be over the next 5 years; how they would spend the money, if raised; and what the benefits would be to patients and the community. If the physician leaders couldn’t develop a credible case statement, we would not commit to support a mini-campaign.”

“Open ended, undocumented requests for money are simply not acceptable. But if physician leaders can clearly articulate goals, and the resources required to achieve them, the organization can confidently commit resources to try to raise philanthropic dollars.”

“All the mini-campaigns we ran concurrently at Childrens Los Angeles had physician co-chairs. These campaigns needed a physician spokesperson for the community, as well as a peer leader who would ask colleagues to get involved.”

“Physicians have the credibility to explain how patients will benefit from a new building, a new piece of diagnostic equipment, or a new specialist being recruited.”

“It is important to continually point out to all physicians that their engagement is the driver. Physicians who are active in fundraising activities generate more donor prospects.”

“If a physician’s program receives significant donations, they need to participate in developing the stewardship report.”

“At Childrens Los Angeles, like most institutions, we never asked physicians to directly request a gift from one of their patients, although some did so voluntarily. We did ask them to be alert for grateful patients expressing an interest in helping.”

Congratulations Claudia for your great fundraising work on behalf of the children of the LA Basin. You’re a real pro.

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