2008 Healthcare Survey - Bentz Whaley Flessner

Transcription

What the Affluent
Think about Giving
to Healthcare
Bentz Whaley Flessner’s
Annual Survey
September 2008
Introduction
This past year has brought about significant changes to the economic and
philanthropic climate. As we launched our 8th annual survey on healthcare
giving, we took into consideration the potential impact of an unstable
economic environment.
As development professionals, we know that affluent donors play an
important role in philanthropy and that our industry is focused upon
developing relationships with affluent donors for ongoing program support
or prospective campaigns to support our organizational missions. But with
the uncertainty in the marketplace, how do we shape our work to
accommodate these challenging times?
Affluent donors are renegotiating their giving terms and taking more of an
active role in the direction and use of their charitable dollars. How will this
affect our ability to meet healthcare philanthropic needs? While many
experts believe that giving from affluent individuals will not drastically
change, other factors such as timing of gifts will be critical considerations
in the months to come.
Our Annual Healthcare Survey is designed to help prepare you and your
development program for long-term success.
1
© 2008 Bentz Whaley Flessner
Objective, Methodology, and Design
Our Objective:
Annually, Bentz Whaley Flessner’s healthcare practice conducts research to
gauge the perceptions and opinions of affluent Americans toward making gifts to
healthcare organizations.
Our goal in collecting this data is to help enable you to become a stronger, more
vibrant healthcare development organization.
Methodology and Design:

An “affluent household” is defined as having a household income greater than
$200,000 or assets in excess of $1 million.

The electronic survey is distributed annually in August or September. .

The online survey is open for approximately one week after delivery
of the email invitation.
2
2008 Demographics
Giving
84% of survey respondents contribute to charities*
51% of respondents contributing to charities support healthcare
facilities
Gender
50% men; 50% women
Age
11% under age 30
45% age 30–44
27% age 45–59
14% age 60 or older
Family
68% have children
20% have grandchildren
*Note: In 2007 and 2008, 84% of survey respondents reported contributing to charities.
3
The majority (84%) of our affluent respondents contribute
to charities. Donors provide the greatest amount of
support to the following types of organizations.
T ype of Organizations Donors Allocated
Greatest Amount of Support
21%
Religion
20%
24%
19%
Healthcare Causes
17%
18%
15%
Human Services
17%
15%
11%
12%
Education
14%
13%
Environment/Animals
10%
10%
Public-society Benefit
10%
11%
10%
7%
Arts/Culture/Humanities
9%
9%
2008
2007
2006
3%
3%
3%
Hospitals
1%
International Affairs
2%
1%
0%
5%
10%
15%
20%
25%
4
Although 24% of affluent donors report supporting
hospitals at some level, only 3% made their largest gifts to
hospitals.
Organizations Supported
at Any Level in 2008
50%
51%
Human Services
54%
Healthcare Causes
49%
44%
Education
49%
47%
Religion
43%
2008
2007
38%
43%
39%
42%
Environment/Animals
37%
40%
24%
22%
Hospitals
0%
12%
12%
10%
20%
30%
40%
50%
60%
5
Let’s take a closer look at
support to hospitals.
Children’s hospitals remain the top priority among affluent
donors, and the percentage of affluent individuals who
support children’s hospitals continues to increase.
T ypes of Hospitals Supported by Donors
67%
63%
Children's
Hospitals
60%
48%
47%
49%
Academic MCs
38%
42%
35%
Community
Hospitals
Long-term Care
Facilities
0%
2008
2007
2006
16%
18%
17%
20%
40%
60%
80%
Of the donors that support hospitals, 42% give to more than one type of
healthcare institution.
7
While overall gender differences in giving have decreased, women
continue to support children’s hospitals, while more men report
greater support to community hospitals and long-term care facilities.
Types of Hospitals Supported by
Men and Women in 2008
71%
Children's Hospitals
63%
48%
48%
Academic MCs
36%
Community Hospitals
41%
Women
Men
16%
17%
Long-term Care
Facilities
0%
20%
Hospitals Supported by Women
40%
60%
80%
Hospitals Supported by Men
Childre n's Hos pitals
Childre n's Hos pitals
Acade m ic M Cs
2008
Acade m ic M Cs
2008
2007
Com m unity Hos pitals
2006
Long-te rm Care Facilitie s
2007
Com m unity Hos pitals
2006
Long-te rm Care Facilitie s
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
8
Importance to community and a direct experience with a hospital
remain key motivators for giving. The influence of a friend or a
physician continues to increase as motivating factors.
Motivations that Drive Giving to Hospitals
Importance to
Community
Recent Personal or
Family Experience
Reputation of
Hospital
Request from
Friend
2008
2007
2006
2005
Physician
Recommendation
0%
10%
20%
30%
40%
50%
60%
9
Despite the importance of a recent personal or family experience
with the hospital to giving, 69% of affluent donors were not asked
to make a gift. When asked, overwhelmingly a gift resulted.
Impact of Recent Personal or Family Experiences
with a Hospital on Giving
*I gave a gift without
being asked.
61%
I was asked to make a
gift and as a result, I
made a donation.
30%
I was asked to make a
gift and declined.
1%
*I was not asked to
make a gift, nor did I
make a donation.
8%
*Donors not asked to make a gift.
10
Hospitals are not doing an effective job of making the case
for philanthropy.
Reasons Given for Not Supporting Hospitals
41%
I pay for my healthcare through health insurance.
Other organizations need my money more.
55%
39%
4%
30%
Hospitals are businesses and do not need my gift.
I do not think my hospital needs my money.
I receive my healthcare at a for-profit hospital.
I have never been asked to make a gift.
Government, not charity should do more for
hospitals.
18%
18%
10%
17%
14%
18%
17%
10%
12%
Donors, not hospitals
Non-donors
11
Some individuals not making gifts to hospitals indicated
that a “grateful patient” program would motivate them to
give to their hospital.
If your hospital had a special program that recognizes and gives special
consideration to patients if they are contributors, would that motivate you
to give?
Non-Donors
23%
77%
Donors, Not to Hospitals
28%
Yes
No
72%
Ye s
No
12
Of those who support hospitals, approximately one out of four
expect to be recognized and receive special consideration.
As a donor, do you expect to be recognized and receive special
consideration as a patient?
8%
23%
Yes
No
I don't know
69%
13
Who influences
donors to give?
Giving decisions are influenced by those closest
to the donor.
The influence of organization representatives and financial advisors is
reported at a greater level among donors to hospitals than among donors
who do not support hospitals.
Influence on Giving Decisions
83%
Spouse or Partner
91%
60%
Other Family
Members
77%
57%
Peers
75%
34%
Financial Advisors
63%
60%
Organization
Representatives
71%
0%
10%
20%
30%
40%
Donors to Hospitals
50%
60%
70%
80%
90%
100%
Donors, Not to Hospitals
15
Family members, especially spouses/partners, have the
greatest amount of influence on gift size.
Hospital donors reported that their spheres of influence—other family members,
peers, financial advisors, organization representatives—have a far greater impact
on decisions on gift size.
Influence on Gift Size
Spouse or
Partner
Other Family
Members
Peers
Financial
Advisors
Organization
Representatives
0%
20%
Donors to Hospitals
40%
60%
80%
100%
Donors That Do Not Support Hospitals
16
Medical staff, board members, and hospital leaders
play an influential role in securing major gifts for
healthcare organizations.
Hospital Representatives Influencing Giving Decisions
No one
Medical/Nursing Staff
Board/Volunteer
2008
CEO/President
2007
2006
Chief Development
Officer
Other Development
Officer
0%
10%
20%
30%
40%
50%
60%
Who, within a hospital, most influences your giving decisions?
No One
Medical/
Nursing Staff
CEO/
President
Board /
Volunteer
CDO
Other Dev.
Staff
Community hospitals
23%
16%
20%
31%
5%
5%
Academic medical
centers/research centers
32%
18%
12%
27%
4%
7%
Children's hospitals
37%
18%
11%
23%
6%
5%
Long-term care facilities
29%
20%
14%
23%
11%
3%
Type of Hospital
17
Knowledge about the hospital continues to be the most
important factor in working with affluent donors. The value of
the relationship with the donor is growing in its importance.
Personal Qualities of Hospital Representatives
that Motivate Giving am ong Donors
63%
65%
61%
Knowledge about the
hospital
35%
Longevity of our
relationship
28%
28%
35%
Knowledge about me
and my
circumstances
27%
23%
2008
2007
2006
21%
Expertise with setting
up gift plans
15%
14%
0%
10%
20%
30%
40%
50%
60%
70%
18
Donors to hospitals place a
higher value on all components
of hospital revenue.
Revenue Sources
Importance of Investment Income
Importance of Bonds and Loans
Donors, Support Hospitals
Donors, but Not to Hospitals
Non-Donors
Non-Donors
0%
20%
Very important
Not important
40%
60%
80%
100%
Somewhat important
I don't know
0%
Very important
Not important
Non-Donors
Non-Donors
Very important
Not important
20%
40%
60%
40%
60%
80%
100%
Somewhat important
I don't know
Importance of Government Medicare or Medicaid
Importance of Managed Care Contracts
0%
20%
80%
100%
Somewhat important
I don't know
0%
Very important
Not important
20%
40%
60%
80%
100%
Somewhat important
I don't know
20
The role and impact of philanthropy need to be more
defined and communicated.
Regardless of donor status, more than 64% of affluent Americans regard
healthcare insurance as somewhat or very important to a hospital’s bottom line.
Importance of Healthcare Insurance
Donors, Support
Hospitals
Very important
Somewhat important
Not important
I don't know
Donors, but Not to
Hospitals
Non-Donors
0%
20%
40%
60%
80%
100%
Donors to hospitals understand the importance of philanthropy to a greater
extent than others; yet 23% of donors and more than 50% of prospective donors
need additional education on the role philanthropy plays.
Importance of Philanthropy
Donors, Support
Hospitals
Very important
Somewhat important
Not important
I don't know
Donors, but Not to
Hospitals
Non-Donors
0%
20%
40%
60%
80%
100%
21
Considerations
for your program.
How often did your community hospital seek a gift from
you over the past year?
Frequency of Gift Asks by Year
As in past years, the
majority of respondents
reported that they were
not solicited for a gift.
Four or More
2008
2007
2006
Two or Three
Once
Zero
*I don't know
0%
10%
20%
30%
40%
50%
60%
Frequency of Gift Asks by Donor Type
Four or More
Donors, to hospitals
Non-donors
Two or Three
Once
Zero
*I don't know
0%
Donor type does make a
difference in the number
of asks.
Individuals who support
hospitals report being
asked more frequently.
More than 65% of
individuals not
supporting hospitals
were never asked
for a gift.
10% 20% 30% 40% 50% 60% 70% 80%
23
Effective communication and making the case may result
in bringing additional donors to your program.
Factors That May Motivate Giving to Hospitals
50%
I need to understand why
my support is needed.
21%
32%
A family or personal
experience.
22%
19%
Nothing could motivate
me to give.
45%
17%
15%
If asked, I might give.
9%
A new, exciting program.
A change in hospital
leadership.
6%
Non-donors
3%
3%
24
While the vast majority of respondents claim to have an
estate plan, only 19% have included nonprofit
organizations in their gift planning.
Estate Plan or Will Among
Individuals Age 45 or Older
2008
87%
2007
89%
2006
87%
0%
20%
40%
60%
80%
100%
Beneficiaries Among Individuals Age 45 or Older
73%
Children
78%
75%
71%
Spouse
19%
23%
Charity
19%
19%
Other Family
6%
5%
Friends
2007
3%
3%
Pet
Employees
2008
5%
5%
Other
2%
1%
0%
20%
40%
60%
80%
100%
25
Among charities in estate plans, hospitals are not among
the most frequently designated organizations.
Charities included in Estate Plans for
Individuals Age 45 Years or Older
51%
53%
Education
61%
36%
41%
Religion
37%
26%
Arts, Culture, and
Humanities
31%
30%
23%
27%
Healthcare Causes
49%
Human Services
28%
27%
15%
2008
23%
25%
Environment and Animals
18%
2007
23%
20%
24%
Hospitals
2006
28%
8%
18%
10%
3%
0%
6%
10%
20%
30%
40%
50%
60%
70%
26
The estate plans of affluent donors do not necessarily
reflect their current giving behaviors.
Age 45 Years or Older
and Have a Will
Organization
Largest
Gifts to:
Currently
Give to:
Estate Plans
include:
Education
10%
49%
54%
Religion
26%
56%
38%
6%
45%
24%
Human Services
13%
56%
27%
Healthcare Causes
16%
56%
24%
Environment/Animals
13%
40%
22%
4%
25%
24%
11%
40%
27%
1%
9%
11%
Hospitals
27
The majority of respondents indicate that the current
economy will not impact their giving patterns.
42%
58%
Yes
No
The survey was conducted in August 2008 prior to the
financial turmoil of September 2008.
28
What does this
mean for your
development program?
7 Action Items
1
Develop a case for support
and strategies for effectively
communicating it.
The importance of philanthropic support
for hospitals is not fully understood.
Affluent donors and potential donors are
seeking information about your hospital
and want to understand why their
support is needed.
30
2
Focus your case on the
value and worthiness of
your hospital.
Your hospital’s value to the community
ranks as the most important reason for
giving. However, knowing the role of
philanthropic support in the hospital’s
financial planning is also of value and
needs to be articulated.
Remember to focus on your hospital’s
role and impact in the community.
31
3
Involve your board members
in the development process.
The commitment and the knowledge
of board members will influence
potential donors.
Training and education make board
members more confident in their
fundraising roles.
32
4
Be attentive of potential
support from grateful
patients and families.
A personal or family experience is
one of the strongest motivations for
giving to hospitals.
Donors often expect to be given special
consideration when they or family
members are patients at the hospital
they support. Likewise, non-donors to
hospitals indicate that consideration may
motivate them to give.
Develop a grateful patient program that
is focused on building a relationship with
those who are donors and those who
may become donors.
33
5
Create a lasting culture
of philanthropy within
your hospital.
Educate the CEO, caregivers, and
others at your hospital on the role of
philanthropy in healthcare and at
your hospital.
Invite them to participate in cultivation
and solicitation visits, and keep them
informed of the outcomes of those visits.
Ask others to identify and communicate
with grateful patients and families.
Remember to say “thank you” to those
involved.
34
6
Build strong and lasting
relationships with donors
and potential donors.
Strong relationships are essential for
major and planned giving programs.
Even when hospitals are not the
recipients of donors’ largest gifts, those
who support hospitals are more likely to
make provisions for those hospitals in
their wills.
With increased competition among nonprofit organizations, those donors with
relationships are the ones who will be
loyal and will make significant gifts while
they are living and in their estate plans.
35
7
Ask!
While some affluent individuals give
without being asked, the greatest rewards
come from those who are cultivated.
The uncertainty of the economy may
change the way people give, but
philanthropy has remained strong through
past downturns in the economy and
projections are that giving will continue to
play an important role in healthcare.
While attitudes change form one year to
the next, many opportunities to reach
affluent individuals with a solid case for
support remain untapped.
36
About Us
In 2008, Bentz Whaley Flessner marks its 25th Anniversary. For a quarter of a
century, the philanthropic consulting firm has partnered with community
hospitals, academic medical centers, children’s hospitals, and multi-hospital
systems to build strong development programs.
From development assessments to comprehensive campaigns, from prospect
management to data analysis, from donor relations to systems conversion, we
have helped healthcare organizations throughout North America to meet their
philanthropic goals. The extensive experience of our team of consultants gives
us the ability to bring you and your organization an approach that is designed to
meet the needs of your development program.
William D. Tippie
Janet L. Hedrick, CFRE
76189/jub/091908
Jana K. Olslund, J.D.
7251 Ohms Lane Minneapolis, MN 55439 952-921-0111
2461 South Clark Street, Suite 910 Arlington, VA 22202 703-413-5505
www.bwf.com [email protected]
37

2008 Healthcare Survey - Bentz Whaley Flessner

Transcription

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