Trend: Donors want hospitals to justify costs

While not-for-profit hospitals are still managing to raise money, donors are increasingly asking them to justify their charges before they'll fork over funds, according a New York Times analysis. A growing number of smaller donors are asking hospitals to justify that they actually have financial needs, given the large numbers that show up on their bills. Meanwhile, the growing national emphasis on shopping for higher-quality care is bleeding into relationships with high-ticket donors, with some large givers asking facilities to prove that they're aware of ongoing quality problems and working to streamline care, hospital fundraisers say. Even small donors, meanwhile, are asking for evidence that hospitals are controlling costs.

To combat these obstacles, hospitals are selling potential donors on specific programs rather than vague, feel-good pitches. For example, some fundraisers pitch potential donors on a particular program, such as a cancer treatment facility, which they can connect with emotionally. Others, such as Summit, NJ-based Overlook Hospital, are pitching donors on the value of building a stronger community facility with better services for the region.

To find out more about this trend:
- read this piece from The New York Times

Related Article:
Healthcare charitable giving jumps. Report

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