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BENCHMARKS: Physicians per major gift officer

…each one-year increment of greater experience was associated with an additional $69,000 in donations per year…”

Finding quantitative data on major gift officers – and their workload – in the literature is unusual.  This study is based on a 2015 survey of seven academic medical centers.  The researchers had hoped to arrive at an optimal workload ratio, but although they found an average of just under 48 faculty physicians per major gift officer, they do NOT consider this average to be an optimal figure.  They did find a statistically significant relationship between a major gift officer’s experience and the amount of donations – as noted in the quote above – highlighting the not surprising importance of retaining staff who are experienced in fundraising.

Source: Wheeler, J.L., et al. (2017, Spring). How many physicians per gift officer? Healthcare Philanthropy Journal, 46(1), 26-32.  Click here for publisher’s website: https://www.ahp.org/Home/Resources_and_Tools/Journal/Home/Resources_and_Tools/Healthcare_Philanthropy_Journal.aspx?hkey=9d23727d-f194-43c6-85e2-cd1e6888419b   Posted by AHA Resource Center (312) 422-2050 rc@aha.org

 

Put your wealth where your health is

Drawing on data from a survey of health care decision-markers, the authors of a recent article in the AHP [Association for Healthcare Philanthropy] Journal explore the drivers that change a grateful patient into a generous donor. They identify three things that a hospital must do in order to foster the motivation to give:

  • Have excellent overall quality of care
  • Exceed expectations
  • Have excellent staff

According to data from the PRC 2009 National Consumer Loyalty Study, hospitals who succeed in all these areas have more than double the percentage of donors as hospitals overall. Additionally, the data shows that it may not be the person who receives the care who contributes; often a close friend or family member is the donor. The authors describe seven strategies that development leaders can pursue to help hospital leadership understand the relationship between the patient care experience and growth in charitable gifts.

Binder, J. L., Deao, C. E., and Taylor, B. C. The data is in: service excellence cultivates giving. AHP Journal. :15-23, Spring 2011. http://www.ahp.org/publicationandtools/AHPpubs/ahpjournal/archives/Pages/Spring2011AHPJournal.aspx

Posted by the AHA Resource Center, (312) 422-2050, rc@aha.org