Brightway Data Reveals Affinity to Healthcare Foundations in Annual Consumer Survey

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Leading predictive healthcare philanthropy technology company discovers new giving trends on how to improve likelihood and speed of donation

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The healthcare philanthropy landscape has been changing and is rapidly adjusting to the current COVID-19 crisis. Foundations can no longer rely on what has traditionally worked to bring in financial donations.

Brightway Data, a leader in healthcare philanthropy predictive screening, today announced the results of its annual consumer survey that highlights key trends on consumers’ ability and willingness to donate financial contributions to healthcare foundations. This survey explored consumer perceptions of the hospital foundation as it relates to the care experience, overall brand awareness, appropriate donation amounts and communication channels.

In surveying 1,000 consumers who had recently been admitted to a hospital, Brightway Data discovered that the traditional core strategy of major gifting is not aligned with consumers’ likelihood to donate and their affinity to philanthropic foundations. Key highlights from the survey found that:
1.    Consumers are willing to donate $500 or less more frequently: 88.5 percent of monthly donors and 91.2 percent of quarterly donors would donate $500 or less.
2.    The community needs more education about their health system foundation: 59 percent are somewhat informed but not involved or not informed at all.
3.    Younger generations are more likely to donate for a positive care experience: 81.6 percent of 26- to 35-year-old consumers and 71.4 percent of 36- to 45-year-old consumers would donate for quality healthcare.
4.    Wealth does not always translate into more donations: 76 percent of consumers with a household income more than $150,000 are not likely to donate to a hospital.

“The healthcare philanthropy landscape has been changing and is rapidly adjusting to the current COVID-19 crisis,” said Neil Smithson, founder and CEO of Brightway Data. “Foundations can no longer rely on what has traditionally worked to bring in financial donations. This survey gives us more insight into the thought process for grateful patient screening and that two types of donors exist: those who respond to traditional methods and new donor prospects who want to contribute more frequently in smaller amounts. These new donor prospects are currently overlooked and missed but there is an easy, strategic method in empowering these individuals to be a part of the contribution to improve the health of their community. The fundraising emphasis does not have to be only on major gifts and the wealthiest prospects.”

To learn more about other key findings from the survey, click here to register for the webinar.

About Brightway Data
Brightway Data empowers non-profit organizations with intelligent predictive philanthropy screening that identifies overlooked populations of donors that have a high propensity to donate based on behavioral indicators. Formed from the innovative analytic work of PARO Decision Support which is the leading provider of charity care predictive models and revenue cycle solutions for healthcare, serving over 1,200 hospitals and health systems nationwide, Brightway provides predictive philanthropic solutions for health systems and other charitable foundations. For more information, visit our website.

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Nicole M Hess
Brightway Data
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