1. Uniqueness of Senior Care Development
It is generally acknowledged that raising funds for senior care and living is a difficult task, perhaps
one of the most difficult forms of fundraising. The following points address these difficulties and begin
to suggest strategies or methods to address each of the challenges.
1. Popular Perceptions of the Cause – it is difficult to get people to recognize the needs of the
elderly and their care; the hope or positive outcomes we offer are not often recognized as
such. There is a general focus on the negative.
 We need to focus on what we do offer – respect, essential services for the elderly,
benevolent care, etc.
 Show the possibilities, what seniors are capable of and why they should be honored
and respected
 Understand that many are struggling with situations involving their older parents, or they
soon will be – they are seeking answers and looking for credible sources of information
 Outcomes cannot be changed but we can provide opportunities for abundant living and
help elderly individuals live lives to the best of their abilities
2. Avoidance of Cause – potential donors do not want to face their own humanity and will go out
of their way to not think about or avoid their own aging.
 Focus on abundant living and finding ways to enhance the situation of seniors
 Share how important it is to talk about values and the other important questions of life
with your families
 Concentrate on the possibilities, not limitations, and share positive examples
 Talk about the importance of planning and of making decisions before you find yourself
in a crises situation where choices are limited
3. Challenges Imposed by Medicaid – the ‘look-back’ provision that deals with giving away
assets you may need and other similar provisions require a higher due diligence in working
with prospective donors.
 Be as knowledgeable and up-to-date with the laws as possible
 Utilize a specific, defendable process when fundraising
 Inform donors and educate them to the consequences
 Maintain excellent documentation of your efforts
4. Narrow Potential Impact Pool – there are no ‘alumni’ or broad base of natural support for
senior causes.
 Seek out opportunities to engage friends and family
 Talk about how care for our elders impacts all of us and influences our culture
 Tell stories that people can relate to and that evoke emotions
 Form partnerships that want and need to relate to the senior population
5. We are Forced, therefore, to Continually Return to the Same Donor Pool – with a limited
pool, we need to rely on addressing the same pool of potential donors year-after-year.
 Stewardship of donors becomes even more important
 Medicaid restrictions become even more important and necessary to consider
 Building strong interpersonal relationships is key

2.  We need to better restrict limitations or parameters imposed by our donors
6. High Costs Already Faced by Prime Donor Base – individuals and their families are faced
with high entrance costs and monthly fees; we then ask them to invest even more in the
organization.
 Be open and honest about finances and the costs of care
 Explain and educate about Medicaid and Medicare, what they pay for and what they do
not
 Show how we are being good stewards with their dollars and illustrate the impact of
their donations
 Focus on benevolence and the “investment” of maintaining a strong financial position for
the organization to continue serving its population.
7. Fear of Unknown and What Resources May be Needed in the Future – fixed incomes or
savings must last and there is recognition of limited recovery periods if losses are realized;
especially recognized in the recent economic conditions.
 Illustrate the stability and return of annuities as an alternative
 Suggest a consideration in their will as an alternative
 Focus on faith-based giving
 Focus on estate recovery strategies
8. Black Hole Perceptions - no matter how much money we might be able to raise, there is a
perception that it will never be enough to fill the need; this is a version of “the poor will always
be with us” mentality.
 Every donation, large and small, has an impact and helps
 Focus on the impact that we can, the difference we are making in the lives of the people
we serve
 Focus on designated (WISH list type) giving that illustrates direct impact
 Working together, each playing their part, does make a difference
9. Disconnect with Marketing – there is a general perception that only “rich” people can afford
to live in CCRCs, so naturally they should be able to afford to pay the costs without help.
 Profile lives and show how people of modest means can make a difference
 Focus on benevolence giving – people that have run out of resources by no fault of their
own needing help
 Educate people about Medicaid and the need to make up the difference
 Work closely with Marketing to identify needs along with opportunities and the role of a
faith based organization that most potential residents desire
10.Our “Poster Child” has Little General Appeal- we cannot offer cute children, prosperous
young people, or others with potentially bright futures that touch the heart strings of donors.
 We must focus on what seniors have done for society and the “possibilities” not
negatives
 Potential donors can relate to their own situations and what they want for their parents
or other elderly loved ones
 People understand that we are living longer and that economic and other circumstances
are impacting lives
 Seek out images and stories that will appeal and show the potential

3. 11.Costs of Raising Funds for Senior Care and Living is Generally Higher than for Other
Causes – the nature of what we do is generally considered to cost more than other fields of
fundraising because more education is needed and acquisition of new donors more difficult.
 Most donors only want to know that we are good stewards of the dollars they invest
 Continue to focus on the impact and the difference being made
 Focus on the efficiencies and the positive nature of the care we offer
 Make the best use of volunteers possible and share their involvement
12.Myths and Wrong Information about Government Funding Works Against Us - few truly
understand how Medicaid and Medicare pay for long-term care; there are several
misconceptions about how the programs work and what they actually cover.
 We must continue to educate the public at every chance we get
 Continue to focus on need and not the problems, and how potential donors can relate
 Work on establishing the concept of underwriting the cost of care to help with
understanding
 Use testimonials from donors who do understand and can convince others
13.There is Often a General Disconnect Between the CEO and Development Staff in Long-
Term Care – The medical perspective of most CEOs provides little real understanding of the
development function.
 Educate and involve; use a recognized third part as needed
 Get leadership in general more informed and involved, how and where you can
 Establish specific industry benchmarks and compare with what you are accomplishing
 Share accomplishments and show how they impact the organization
14.Our Prime Prospects Have Different Generational Perspectives than Most – they often
have a Depression Era mentality of self-reliance and don’t feel comfortable with talking about
finances.
 If they are not comfortable talking about finances, talk about things they can relate to
 Learn how to communicate with seniors
 Help adult children to also communicate with their parents
 Concentrate on Legacy Giving
15.Our Prime Prospects Have Other Communication Challenges – even though many
fundraisers target senior giving, the relationship we have with them are both a plus and a
minus in raising funds.
 Learn how to communicate with seniors
 Help adult children to also communicate with their parents
 Build strong relationships without violating their trust
 Understand the unique nature of the struggle between control and the need to leave a
legacy
Conclusion
Although the concentration has been on the negative aspects of raising funds for senior care and
living there must also be an understanding that there are also some distinct advantages. These
include: a close donor base, the generous nature of the age group, daily opportunities for
relationship building, a built-in natural loyalty, our faith-based missions, the nature of
benevolent care not asking people to leave, and that bequest gifts are an obvious choice for
residents.

4. Our work is very difficult and unique from other forms of fundraising, but it can also be exceptionally
rewarding. Seniors are great people who have a great wealth of experience and fascinating lives
they love to share. Basic understanding of their communication process and the characteristics of
their stage of living will pay exceptional dividends in raising the support necessary for the organization
to meet needs.