In healthcare philanthropy, chief development officers (CDOs) are grappling with two powerful strategies that can reshape how institutions approach grateful patient fundraising: the caregiving mindset and culture building.

 

Both philosophies can potentially transform fundraising programs.

 

But the key to success is understanding how these strategies align with your institution’s mission, culture, and strengths.

 

As someone who has guided leading academic medical centers, comprehensive cancer centers, and regional healthcare systems through this strategic crossroads, I’ve seen firsthand how these approaches—when implemented correctly—can drive revenue and build lasting relationships with donors and the community.

 

Every strategy has its merits; the most effective programs I’ve worked with recognize that both paths—when thoughtfully blended—offer a powerful way forward.

 

Here’s what to consider.

 

The Caregiving Mindset

 

At the heart of the caregiving mindset approach is the belief that “we are all caregivers.” This mindset is not just a shift in professional role, but a transformative philosophy that encourages development professionals to embed themselves within the clinical environment. By doing so, they gain deep insights into the patient experience and understand the impact of philanthropy on care delivery. It’s a powerful concept that can inspire and motivate us all.

 

One of the most successful applications of the caregiving mindset philosophy came during my work with a prominent academic medical system in New England. The institution was undergoing a significant transformation, and we reimagined the development team’s role by embedding Gift Officers within care teams. By spending time in community hospitals and the academic medical center, Gift Officers gained a firsthand understanding of the patient journey—from initial diagnosis to treatment and recovery. The exposure allowed them to articulate the true impact of philanthropic support across the entire healthcare system.

 

In another example, we paired Gift Officers with specific disease-site teams at one of the nation’s leading comprehensive cancer centers, such as the oncology or immunotherapy divisions. Gift Officers attended tumor boards, participated in research updates, and gained specialized knowledge about cutting-edge treatments. The deep dive into disease-specific research gave the Gift Officers the expertise to connect meaningfully with grateful patients and their families. One Gift Officer shared how her understanding of immunotherapy research allowed her to have more impactful conversations with donors about the future of cancer care.

 

There are a few key elements of the caregiving mindset approach to consider.

 

• Immersive training: Gift officers participate in clinical team meetings, rounds, and patient care discussions to understand the nuances of patient experiences and outcomes.
• Specialized knowledge: Development staff receive training in areas where their institution excels, enabling them to speak knowledgeably about advancements in care and research.
• Engagement metrics: Success is measured not just by dollars raised but also by qualitative indicators, such as donor satisfaction, engagement, and the depth of connection between patients and donors.

 

Ultimately, collaboration is a key element of the caregiving mindset approach. Gift Officers work closely with patient experience teams to ensure that philanthropic conversations are integrated into the broader patient care process. This collaborative spirit nurtures a sense of connection and unity, making everyone feel like they’re part of a team working toward a common goal.

 

Embedding Giving into the Institution’s DNA

 

While the caregiving mindset focuses on direct patient care interactions, the culture-building approach takes a broader institutional view, emphasizing the need for philanthropy to become ingrained in the institution’s culture.

 

This approach is centered on creating an environment where faculty, staff, and leadership view philanthropy as an integral part of their mission—one that fuels innovation, accelerates research, and enhances patient care.

 

One challenge I encountered while working with a California-based comprehensive cancer center was initial resistance from physician-scientists, who often viewed fundraising as a distraction from their core work in research and clinical care.

 

Over time, however, we transformed this mindset by demonstrating the direct impact that philanthropy could have on advancing groundbreaking treatments. Through a systematic educational approach, we helped physician champions articulate how donor support enabled critical research breakthroughs.

 

The turning point came when we identified faculty members who had personally benefited from philanthropic gifts. These physician-leaders shared their experiences with their colleagues, highlighting how philanthropy had allowed them to take novel treatments from the laboratory to the clinic faster and more efficiently. This peer-to-peer learning environment proved invaluable in shifting the institutional mindset toward a culture of giving.

 

The critical components needed for building a philanthropic culture include:

 

• Faculty champions: Faculty members who have benefitted from philanthropic support can advocate for the importance of giving and provide powerful testimonials to their colleagues.
• Impact reporting: Regular reports that show how philanthropic support is directly impacting research, clinical trials, and patient care are crucial for demonstrating the value of giving.
• Simple protocols: Clear and straightforward processes for referring patients to the development team for philanthropic conversations while respecting the clinical workflow.
• Recognition systems: Acknowledging faculty and donors for their contributions helps foster an environment where philanthropy is seen as a shared responsibility.

The Hybrid Approach

 

While the caregiving mindset and culture building approach represent two distinct strategies, the most successful programs don’t choose one over the other; instead, they blend them to align with the institution’s culture, strengths, and patient population.

 

For example, at a large academic medical center where both research and patient care are priorities, we initiated a program that began with the caregiving mindset for Gift Officers while simultaneously working to engage faculty in philanthropy. Regular “innovation rounds” were organized, where researchers shared their latest breakthroughs and clinical trials with gift officers. This increased the Gift Officers’ fluency in discussing complex scientific concepts with donors and created natural opportunities for faculty to engage in philanthropic conversations.

 

The hybrid approach works particularly well in complex disease areas—such as cancer or cardiology—where treatment innovations are rapidly evolving. Gift Officers become fluent in the latest research, while physician-scientists gain confidence discussing philanthropy’s critical role in supporting their work.

 

Practical Steps for Healthcare Philanthropy Implementation

For organizations looking to integrate both the caregiving mindset and culture building strategies, here are some practical next steps.

 

1. Assess your current strengths: Is your organization known for its groundbreaking research? Start by building faculty champions around research funding. If your focus is on community-based care and patient experience, the caregiving mindset may be the natural starting point.
2. Create a deliberate plan: Develop a roadmap that integrates both approaches. Ensure Gift Officers are equipped with the knowledge to communicate effectively with grateful patients while also working to cultivate a broader institutional culture of philanthropy.
3. Track your success: Measure quantitative metrics (donor gifts, proposals, referrals) and qualitative indicators (donor satisfaction, faculty engagement, gift officer confidence) to refine your approach and show the value of your efforts.

 

The goal isn’t to execute either philosophy flawlessly but to create a sustainable, authentic approach to grateful patient fundraising that aligns with your institution’s values and mission. Whether you lean more heavily into the caregiving mindset or focus on building a culture of philanthropy, success lies in consistent implementation and a genuine commitment to advancing your institution’s healing mission through philanthropic partnerships.

 

By combining elements of both approaches, healthcare institutions can build robust development programs that raise funds and create long-lasting relationships with donors and stakeholders, ultimately benefiting patients and advancing medical progress.