Grateful Patient Program Checklist
What separates an average grateful patient program from a successful grateful patient program? Aside from prioritizing gratitude, and combining your knowledge of grateful patients with wealth insights, it’s integral to follow these 6 steps in order to set up a successful grateful patient program:
1. Engage Your C-Suite
Before setting up your program, it’s important to communicate openly with your CEO, CNO, and CMO. Outlining your intentions for the program will help your C-Suite determine which physicians will help you in your efforts. During this time, they’ll also help introduce you to the doctors and nurses you’ll potentially be working with.
Remember: Fundraising is the process, not the product. These programs help fund labs, buy equipment, and much more. By having your C-Suite share the benefits of the grateful patient program with your healthcare practitioners, providers will slowly but surely trust and understand your motivations, and will be more open to working with you.
2. Identify Which Physicians to Involve in Your Program
Once you’ve engaged your C-Suite, it’s time to start meeting your physicians. If you’ve got two gift officers, identify 20-30 clinicians. Then, you and your CEO can host an event to speak with the doctors and nurses you’ll be working with.
Transparency and connection are essential in establishing your program. Not only should you involve clinicians you believe will be helpful in your efforts, but it’s also imperative to forge authentic connections with them. Since clinicians have formed relationships with their patients, they know which patients are grateful for the treatment they’ve received. However, clinicians may feel that much more apprehensive sharing what they know. If you’re extrinsically motivated in your efforts, they will feel less inclined to help. Their patients come first. So, in these meetings, it’s important to openly involve them in the process, and ask them:
- What’s the most comfortable way for you to identify a grateful patient?
- What’s the most comfortable way you introduce the rehabilitation?
- How do you want to be involved in this philanthropic process, that will be most comfortable for you?
3. Train Physicians
Training your physicians in philanthropic giving is another form of transparency that will transform the culture of your healthcare institution. Since clinicians are well-versed in medical practice, introducing them to uncharted territory can feel overwhelming. To alleviate their concerns, training clinicians can provide them with a greater understanding of how a grateful patient program works, their role within it, and your intent in establishing one. Clinicians are then able to forge their own relationship with the program and determine how they will approach it based on their comfort level.
4. Collaborate With Physicians to Identify Potential Benefactors
Once your physicians have been trained, and have familiarized themselves with the program, begin collaborating with them to determine who you can reach out to. By having physicians take the lead, they will be able to help you identify benefactors who are grateful for what they received and would be more inclined to give back to the hospital, and physicians, that treated them. This is where gratitude and wealth intersect. Engaging in this open dialogue with your physicians provides you with a specific list of potential donors, that can be distilled into an even smaller group of potential benefactors, using wealth insights.
5. Use Wealth Insights to Segment and Patients Selected
Once you and your physician have determined which patients to reach out to, you can use automated data analytics to help you identify patients and relatives of patients who can be benefactors. Using wealth screenings, WealthEngine can show you each person’s propensity and capacity to donate. We can provide you with insights into the interests and prior giving history of your potential donors. This can also help you determine major gift prospects who can give support the bulk of your efforts, and who may support grateful patient programs established in the future. So, instead of reaching out to all of the patients your physicians had suggested, you can hone in on those who may feel the most willing to give.
6. Reach Out
The final step is to reach out! Now that you’ve been able to gain your physician’s consent, and have done your own research on each patient, it’s important to communicate with them about their ability to donate. Remember to communicate gratitude, and express how central gratitude has been in the formation of your program. You are not reaching out to former patients and their families to fundraise. You reach out to them because the care they received, with their help, can be felt by someone else in the future.