The document provides recommendations for healthcare foundations to improve their fundraising strategies through workshops. It recommends seeking internal agreement that donor behaviors have evolved and foundations need to update communication plans using digital media to increase conversations and relationships, even without securing donations. New approach tactics should be tested and measured. Traditional and digital media should be strategically integrated. The document outlines six primary buckets for an updated fundraising plan: objectives, targets/value propositions, media types and integration, calls-to-action, landing page interactions, and calendar/campaigns/events. Foundations are encouraged to ask new questions in these areas to rejuvenate their strategies. External experts can help with brainstorming, new questions, and showing best practices.

2. Some recommendations for best
“workshop” results:
1. Seek internal agreement [that] donor
behavior has evolved; healthcare foundations
should be updating their communications
plans, but you’ll probably need internal
champions to grow faster
For internal use only

3. Some recommendations for best
“workshop” results: (continued)
2. New possibilities - “interactive
communications” means that you should be
using digital media to increase conversations
and build relationships, whether you get the
donation or not

4. Some recommendations for best
“workshop” results: (continued)
3. New approach tactics can be tested and
measured
4. Traditional media (such as direct mail) and
digital media (such as “e” or mobile) can and
should be strategically integrated

5. There are six primary buckets that should go into the mix of an updated healthcare foundation
fundraising plan - these should help you and your team get into “workshop mode”.
Use whiteboards, they’ll help get ideas flowing.
Objectives:
1
Targets & Value Propositions:
2
Media Types, Including Cross
Media “Integration”:
3
Call-to-Actions & Other
Message Adaptations:
4
Landing Page Interactions:
5
Calendar/Campaigns/Events:
6
Call us: In 5 minutes we can explain what you will do differently with this chart vs.
what you might have done with it in the past

6. Don’t have the time to call us?
The next page might help start the process of asking some
new questions in your strategy workshop.
(Remember, while donations are great, two-way communications
will also help you grow your foundation returns over time.)

7. Objectives:
 Besides fundraising, what are
some of your other goals and
wish list items?
Targets & Value Propositions:
 How do you define variations
in your target segments?
 Do you segment your
messaging?
 Is your messaging compelling
enough to stimulate
reactions (donations and
interactions)?
Media Types, Cross Media
“Integration”:
 Is your direct mail
synchronized with mission
specific digital landing pages?
 Is digital media producing
tangible results?
 Have you established a cross
media integration plan?
 How would you rate your
mobile acquisition strategy?
Call-to-Actions & Message
Adaptations:
 Do you use “call to actions”
and do they give your
potential donors other
options besides “donate
now”?
Landing Page Interactions:
 Do you deploy mission
specific landing pages?
 How functional are your
landing pages?
Calendar/Campaigns/Events:
When looking to deploy new
approach tactics -
1. What does the calendar
indicate?
2. How would you factor for
events?
3. Have you established digital
advocacy program yet?
4. Is the board susceptible to
rejuvenation?

8. An example of cross media two-way
communication could look like this
Next Page

10. NEPS can help
1. Having a moderator can assist in your
brainstorming activities
2. Knowing what new questions to ask is essential
3. We have “digital natives” on staff, they’re really
cool and they can help you
4. They can also show you best practices from
other foundations

11. Bill Miller Peter Winters Craig Carew
Digital Immigrant Digital Wannabe Digital Native
bmiller@nepsmail.com pwinters@nepsmail.com ccarew@nepsmail.com
(508) 429-6002
For internal use only