By donorsearch

4 Steps to Using Prospect Research at Your Hospital

DonorSearch’s Daily Patient Screening helps you identify the best prospective donors at the perfect time to begin a relationship: while they are still in your facility, or while their positive experiences are fresh in their minds and they feel grateful towards your organization. Detailed analytics, based on back testing of two million records representing $5 billion in giving, can help you identify and research known philanthropists with a high degree of confidence. As the most comprehensive Daily Patient Screening service in the industry, DonorSearch can even help you formulate approach strategies by pinpointing who your donor knows. Daily Patient Screening is ideal for organizations that want to incorporate this best practice into their fundraising strategy. Patients appreciate the extra attention and service from an organization, and you can start relationships with potential donors who are receptive to learning more about your organization. The following document breaks down the daunting task of starting a Grateful Patient Program at your organization into four manageable steps: prepare for implementation of a Grateful Patient Program; screen and validate prospects; manage prospects; and measure program effectiveness.

#1 Prepare for Implementation of a Grateful Patient Program

Determine Necessary Staff and Budgetary Resources

Establishing a viable Grateful Patient Program requires a dedicated staff and budget. Plans should be made for additional gift officers and advancement services staff to meet the demands of the program. Besides the increase in human resource expenses, funds will need to be available for Daily Patient Screening. Questions to Ask:
  • How many gift officers will we need for the Grateful Patient Program?
  • Should the gift officers be only major gift officers, or would our institution benefit from an annual giving officer or planned giving officer on the team?
  • Is there a prospect researcher who can handle the patient screening results, or will an additional researcher need to be added to the team?
  • Will the import of patient information overwhelm the advancement services team?

Establish Guidelines to Protect Patient Privacy

While preparing for the start of a grateful patient program, federal, state, and local laws regarding patient privacy must be reviewed. The hospital’s own policies should also be reviewed. After this review, prepare a plan for protecting the privacy of patients and their families. DonorSearch takes the privacy and security of your data very seriously. We go beyond HIPAA regulations to keep your data secure. Data you share is never shared with other clients, and your internal giving information is not added to our database or available to any other client. Your files, including data you upload to us and information we return to you, are only accessible to you. Please request a copy of our data security policy if you would like to know more. Questions to Ask:
  • What are the privacy laws our institution is required to follow?
  • What are the institution’s policies regarding patient privacy?
  • Who in the foundation office will have access to the patient information?
Determine What Patient Data is Needed and Where it Will Be Stored DonorSearch requires the name and address of the patient to screen your prospects. A spouse name is helpful to further validate data. Medicare or Medicaid patients, patients receiving mental health care, and those under the age of 18 should be removed from the screening list. To complete RFM and other modeling, patient data should be cross-checked with your institution’s donor database and giving information should be sent for screening. Decide where the screening results will be stored in your donor database. Questions to Ask:
  • How will the patient data be acquired each day?
  • Who will prepare the patient data for screening?
  • Who will import the screening back data into the donor database?
  • Does our patient management system integrate with our donor database?

Gain Support of Hospital Leadership

To establish a beneficial Grateful Patient Program, the foundation office must work with many different hospital divisions. To obtain the support of the different hospital divisions needed to carry out the program, seek the support of the hospital’s CEO first. Present the potential increase in foundation revenue from a successful Grateful Patient Program. Seek out information from other institutions with a similar structure that have a successful program. If necessary, enlist the help of board members to convince hospital leadership. Once the CEO is on board with the project, it will be easier to convince the various other hospital divisions that will be affected. Questions to Ask:
  • What hospital divisions will be affected by a Grateful Patient Program?
  • What can the foundation staff do to make the roll out of a program a positive experience?
  • Who is supportive of the program, and who can convince others of its importance?

Prepare Medical Staff and Recruit Doctors

The medical staff is bound to have concerns with foundation officers making visits to patients they are trying to treat. If their concerns are addressed early and often, resistance can be minimized. Select a group of doctors and nurses who are supportive of the program to serve as ambassadors for the foundation. Questions to Ask:
  • Which members of the medical staff can serve as foundation ambassadors?
  • How can we use positive patient stories from the medical staff as foundation marketing material?
  • How can we minimize the impact of the Grateful Patient Program on the medical staff?

#2 Screen and Validate Prospects

Determine Frequency of Screening

Decide how frequently you need to screen patients. If you plan to make visits while patients are still admitted, daily screening is needed. If you plan to contact patients within three months of their discharge, weekly or monthly screening is acceptable.

Set a Timeline for Using Screening Results and Create a Solicitation Plan

A patient who had a positive experience in your hospital should be contacted within three months of their discharge. Determine which gift capacity levels will rate a personal visit and which gift capacity levels will be moved into mail solicitation. Make sure your priority for visits is those who have given to you previously.

Provide DonorSearch with Patient Data

Provide DonorSearch with your patient data in the evening, and we will have the information screened and returned to you in the morning. You will be provided with in-depth screening and research that can help you pinpoint your strongest prospects with critical information, including:
  • In-depth reports on past philanthropy
  • Past philanthropy to your organization
  • Insights into the organizations and causes the donor supports
  • Political giving
  • Ask amounts based on philanthropy and wealth
  • Corporate and nonprofit involvement
  • Real estate ownership
  • SEC insider stock transactions
  • Links to annual reports where the donor is mentioned
  • Giving by the donor’s spouse
  • Personal, corporate, and organization backgrounds
  • Other wealth markers, such as airplane and boat ownership

Import and Review Screening Results

After your screening results are imported into your donor database, a prospect researcher should prepare a report on each prospect that is highly rated. Your prospects will be returned to you with a DS rating. DS ratings are a quick snapshot of external giving, as well as wealth. The ratings do not include your internal giving information, but are based on data acquired from several external sources.
  • DS1-1: Exact match as a donor giving $5,000 or more to a nonprofit or political organization found in our giving history archive. A DS1-1 rated prospect may have markers of wealth or may only be matched to a significant giving history, and have no notable wealth markers.
  • DS1-2: Exact match to exceptional markers of wealth. LexisNexis real estate holdings of $2 million+, D&B business executive at firms with revenues of $5 million+, Guidestar Foundation Trustees, SEC Insiders, Market Guide Executives.
  • DS1-3: Exact match to lower, but notable, markers of wealth, including LexisNexis real estate holdings totaling $1-2 million, D&B business executive at firms with revenues of $1-5 million, or political giving in excess of $10,000.
  • DS1-4: Exact match to LexisNexis real estate holdings of $500,000-1 million.
  • DS1-5: Exact/very likely matches to individuals giving elsewhere, but at levels less than $5,000.
  • DS2: Possible/unconfirmed matches to key databases including foundation trustees, SEC Insiders, Market Guide executives, business executives.
  • DS3: No noteworthy matches to giving history or wealth indicators.

Assign Prospects to Gift Officers

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