Donor experience management requires an understanding of your donors’ philanthropic goals, behaviors and needs. Philanthropic giving funds clinical trials, talent recruitment, infrastructure improvements and, ultimately, advances in patient care, research and training. Attention to the various donor segments is an essential focus for every healthcare organization – donors at all levels can help you achieve your organizational goals. These include not only traditional high net worth individuals, corporations, and foundations, but also grateful patients.
Enchant your donors and prospects just like you do your patients. Charitable contributions provide a mechanism for people to give back. Some are motivated by their legacy and others just want to say “thank you” in a meaningful way. Our approach examines the motives of your donors and their experience in engaging with you. Understanding their key functional and emotional needs gives you the insights needed to secure the initial donation and maintain an ongoing relationship. Your donors are influencers in the community you serve, and their word-of-mouth advocacy for your healthcare organization will also drive awareness of your services, quality and expertise.
Experience Mapping. Our donor experience maps examine essential elements of their functional and emotional needs. Through each step of their journey with you, we can help design the ideal touchpoints or interactions with your healthcare organization that meet their needs and that build their confidence in you. We customize each map based on the segment we identify. Annual fund donors and major gift contributors are markedly different, but they may share a common interest in giving back as a grateful patient or accelerating progress on a cure that may affect a loved one or change the course of a disease that impacts their community. We start by identifying crucial segments using your data or our own quantitative decision factors surveys. During in-depth discovery, we use the experience map to provide a visual cue to help donors recall specific episodes in their relationship. The experience map organizes the various touchpoints or interactions with your organization. This then aligns the various teams from development, VIP functions, and clinical operations to perform with the donor in mind. And the engagement through the process itself builds tighter bonds with those donors, advancing their relationship with and their giving to your organization.