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Maximize your fund-raising potential.

P A McWilliams

    Trustee : the Journal for Hospital Governing Boards
    |September 8, 1980
    PubMed
    Summary
    This summary is machine-generated.

    Fundraising is the most profitable capital financing option for hospitals. Hospital trustees must adopt a corporate approach, understanding donor expectations for investment returns and key aspects of donor psychology.

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    Marketing the development program.

    Journal (National Association for Hospital Development (U.S.))ยท1980
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    Area of Science:

    • Healthcare Administration
    • Nonprofit Management
    • Financial Strategy

    Background:

    • Capital financing is crucial for hospital operations and growth.
    • Traditional fundraising methods may not fully leverage donor motivations.
    • The evolving landscape of philanthropy requires strategic adaptation.

    Purpose of the Study:

    • To identify the most profitable capital financing alternative for healthcare institutions.
    • To explore the strategic orientation hospital trustees should adopt for successful fundraising.
    • To analyze key aspects of donor psychology related to accountability and return on investment.

    Main Methods:

    • Comparative analysis of capital financing alternatives.
    • Review of corporate governance principles applied to nonprofit fundraising.

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  • Examination of psychological drivers influencing donor behavior and investment expectations.

    • Main Results:

    • Fundraising emerges as the most profitable capital financing strategy.
    • A corporate orientation is essential for hospital trustees to enhance fundraising success.
    • Understanding donor psychology regarding "return" accountability is critical.

    Conclusions:

    • Hospitals should prioritize fundraising as a primary capital financing strategy.
    • Trustees must embrace a business-like approach to fundraising, mirroring investor relations.
    • Addressing donor expectations for accountability and return is key to maximizing philanthropic contributions.