Healthcare fundraising fared better in 2010

Healthcare fundraisers at nonprofit hospitals and health systems fared better in 2010, according to a survey of Association for Healthcare Philanthropy members. Investment income, employee giving, and funds raised through special events all saw increases last year.

Even though most survey respondents--71 percent--reported negative effects on their philanthropy programs due to the economy, the responses still showed a 16 percent improvement over 2009.

"Perhaps the most promising news is that far fewer fundraisers are reporting significant reductions in their operating budgets," AHP President COO William C. McGinly said in a statement. "In 2009, fully 52 percent of fundraisers told of having to trim their budgets. Last year, half of respondents made no changes in their budgets, and 12 percent actually increased them."

Just 44 percent of healthcare fundraisers reported declines in major gift revenue last year, showing some progress from the 59 percent who saw major gift revenue losses in 2009. And less than one-third said they reduced their giving forecast in 2010, compared to 45 percent in 2009.

"AHP members worked hard to step up their involvement with donor stewardship, major gift programs, annual fund campaigns and grant programs to cultivate donations for the institutions they support," said Mary Anne Chern, chairman of AHP's board of directors and president of White Memorial Medical Center Charitable Foundation in Los Angeles. "Some succeeded in increasing funding for charity care, equipment purchases, health care operations and capital improvements or expansions."

AHP commends such progress but notes that much more is needed to fully recover from recessionary losses. AHP members also warn that proposed reduced tax incentives may hurt healthcare institutions' ability to raise needed funds.

For more:
- read the AHP press release