Healthcare donors still giving, but over long term

While the recession clearly has had an impact on charitable giving to healthcare, donors haven't stopped giving entirely, according to new data from the Association for Healthcare Philanthropy. Instead, donors have shifted from short-term gifts to longer-term pledges and promised gifts, the AHP study concludes.

According to AHP researchers, organizations that tend to keep their donors use a wide variety of approaches to raising money, rather than sticking to high-profile, big-ticket events like golf competitions and telethons. What really counts is building long-term relationships, especially with major donors, researchers said.

The AHP drew these conclusions from a study of 58 foundations supporting non-profit hospitals in the U.S. and Canada. The data drew from the 2008 fiscal year, when the recession was at its worst.

To find out more about the AHP's research:
- read this Healthcare Finance News item

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