Presented at the Association for Healthcare Philanthropy on Oct. 21, 2011, this session compares e-philanthropy to romance - organized by 1) playing the field, 2) dating, and 3) taking the plunge. Mark Miller of Children's National Medical Center and Lesley Solomon of Brigham and Women's Hospital present practical tips for developing lasting relationships that lead to sustainable fundraising success. They include lessons learned from fundraising, stewardship, and list-building campaigns.

1. Getting Your Donors to Say
I Do
using technology
to form lasting relationships
By Mark Miller, Children’s National Medical Center, and Lesley Solomon,
Brigham & Women’s Hospital
Association for Healthcare Philanthropy, Boston, Mass., Oct. 21, 2011

2. e-philanthropy & dating
 “Nobody likes someone who only talks about
themselves & doesn't care what you think.”
-Tammy Gordon, Director of Social Communication & Strategy, AARP
 “New Year's Eve could be the most important
night of the year!”
-Stacey O'Halloran DiCarlo, interactive consultant
 "If done wrong, you could waste a lot of time
and money and still be alone.”
-Chris Boyer, ‎ irector of Digital Marketing & Communications,
D
Inova Health System

3. playing the field
o Cast a wide net – you never know where
your donor/partner may be.
o Use all of your networks and connections –
spread the word that you’re “available.”
o Go where your prospects are, and that may
not be where you think.

4. People who used
social media in
their event
fundraising raised
40% more!
-Blackbaud,
March 2011

5. Peer Fundraising
Using
FirstGiving.com,
people raised
$500,000 for
Children’s
National last year

6. Five 12-
year-old
boys
raised
$26,000!

10. the cancer portfolio
o 8 research projects by Brigham and
Women’s researchers dedicated to
cancer prevention.
o Opportunity for consumers,
corporations and community
partners to invest directly in
research.
o Fundraising goal for each project =
$75K ($600K Total)
o All donations will be directly
applied to these research projects
at BWH
10

11. celebrity spokesperson

12. ccp initiatives on causes

13. ccp initiatives

14. dating
o Make a good first impression (stories, who
you are, sincerity).
o Remember that it’s not all about you.
o Listen. Care.

15. dating
o Get your supporters involved in ways beyond
giving money – tell a friend, vote, sign a
petition, etc.
o Meet them in their own space – make it easy
and convenient.

16. Take the quiz at
www.retrotoyquiz.org

22. Email list
growth:
14%

23. getting to know you
Research Goals
 Profile the types of people who are likely to be donors and non-donors of CCP
 Understand common attributes and/or motivators that move someone from
belonging to the CCP cause to donating to the cause
Research Findings
Three personas were identified as high potential targets based on the attributes of each
group
– Young & Passionate—Members in this group feels a sense of social responsibility and are
active in the community. They have a general interest and some personal connection in
fighting cancer. They want to effect a change and prefer to be part of the process.
– Visible & Involved—Members in this more mature group are comfortably settled in their
lives. They have a stronger personal connection to cancer and are happy to be an active
part of the community that has supported them.
– Retired Donors—Members of this group have strong connections to cancer. They are
active online and connected to other cancer causes. Though not their primary cause of
choice, they will contribute financially if appealed to personally.

27. facebook causes

28. member and fund stats

29. Development
website –
landing page

31. taking the plunge
o Getting engaged or married is just the
beginning!

32. take action

33. communicate
Autoresponder
asks: Why did
you give?

34. don’t take them for granted

35. people change
o Relationships evolve. Adapt accordingly.
o Let donors decide what role they want
technology to play. Ask them.

36. may you and your donors live happily ever after!

37. Mark Miller
Children’s National Medical Center
MRMiller@childrensnational.org
@mmiller20910
www.facebook.com/childrensnational
@childrenshealth
Lesley Solomon
Brigham and Women’s Hospital
lsolomon5@partners.org
www.facebook.com/BrighamandWomensHospital
@BrighamWomens