By: Emma Bentley Ruzicka
At the height of the coronavirus pandemic, people cheered for beleaguered healthcare workers as they returned home at the end of their shifts. The vast majority of these people had not been hospitalized, but they recognized the sacrifice and effort inherent to being a healthcare professional in such a difficult time. That appreciation is at the heart of running a successful grateful patient program.
While grateful patient programs typically rely on a myriad of fundraising strategies, including donor visits and direct mail, digital grateful patient programs rely exclusively on digital approaches, namely email. This post will outline six fundamentals of creating and running a successful digital grateful patient program. But first, it’s important to understand who grateful patients are and why they give.
Grateful patients are individuals who have received exceptional care from a healthcare organization and feel compelled to give back. They may also be the family members or friends of patients who have received exceptional care. Grateful patients give because they want to show their appreciation for the care they’ve received and offer support to the organization that provided it.
Typically, organizations select out mid- and major-gift level prospects for direct mail and donor visits, leaving only the remaining prospects for digital grateful patient programs. Other organizations choose to incorporate all prospects into the digital program. In those cases, organizations may focus their programs more on education and stewardship rather than direct appeals. Either way, six fundamental rules of thumb apply:
Digital grateful patient programs offer a unique opportunity to connect with patients and build relationships that last long after they’ve left the healthcare facility. By following these fundamentals, you can create a digital grateful patient program that is successful, sustainable, and mission-centered. We can assist you with your digital grateful patient strategy.
With all options for creating successful digital grateful patient programs, it comes down to budget, capacity, and technology. If you are unsure if you have the right technology or capacity for creating a successful program in-house, please contact us.
Our team is familiar with RE NXT, Salesforce, Bloomerang, DonorPerfect, BBNC, BBIS, Luminate Online, Emma, Mailchimp, Constant Contact, Omatic, WordPress, and many others. We are ready to help you build or improve a digital grateful patient program.