AHP Connect Articles

In the world of healthcare philanthropy, finding effective strategies to engage physicians is crucial, and encouraging physicians to donate themselves is one way to increase engagement. In addition to being a source of revenue for the foundation, the introduction of a physician donation matching program can renew enthusiasm and create a stage for the foundation to share its impact, encouraging further involvement from physicians as volunteers and in grateful patient programs. 

Katherine Pui, MD, director of philanthropy, and Saena Cha, director of strategic partnerships and communications, from VGH & UBC Hospital Foundation created a matching program that has more than tripled the donations they received from physicians since it began. In this case study, which follows their presentation at the 2023 AHP Convene Canada conference, we will delve into their journey, strategies, and the positive outcomes they have achieved. 

Background 

The VGH & UBC Hospital Foundation, Vancouver Coastal Health's primary philanthropic partner, had a longstanding tradition of working closely with division and department heads who were generous donors. However, they recognized the need to focus their efforts on engaging physicians as donors due to a shift in demographics. Many of the long-serving division heads were approaching retirement and were eager to support the next generation of physicians. Simultaneously, physicians expressed a desire to give back and sought guidance on how they could contribute. 

Designing the Physician Donation Matching Program 

To initiate a successful physician donation matching program, it is vital to identify champions within the medical community who are highly engaged and enthusiastic about philanthropy. These champions can help pave the way for other physicians to get involved. Leadership positions are not always necessary for champions; their commitment to the hospital's values and goals is what matters most.  

The team at VGH & UBC Hospital Foundation identified Dr. David Wood, the division head of cardiology, as an invaluable ally in this endeavor. Having previously benefited from the foundation's research funding, Dr. Wood understood the value of giving back and shared this sentiment with his team. With the support and example of the cardiology department’s success, it became easier to convince other divisions of the value of participation. 

Program Implementation and Engagement 

Launching a physician donation matching program requires careful planning and consideration. Setting clear parameters and objectives is essential, as well as determining the scope within which physicians' donations can be matched.  

To create a sense of ownership among physicians, the VGH & UBC Hospital Foundation established a donation matching program using unrestricted funds that allowed physicians from the same department to pool their donations and allocate them to any existing hospital fund with a minimum $10,000 donation. The pooled funds could be used to support the professional development needs of upcoming medical staff, in particular for fellowships and research awards to protect their time.  

Training fundraisers and staff to effectively communicate the program to physicians was crucial for program success. 

The foundation actively engaged physicians by participating in division and departmental meetings. By providing a platform for physicians to speak for themselves about the impact of philanthropy, the foundation more successfully conveyed its value proposition than Katherine or Saena could have themselves. This approach was instrumental in building trust and fostering stronger relationships. 

Results and Impact 

The implementation of the physician donation matching program yielded impressive results for the VGH & UBC Hospital Foundation. Before the program's inception, the average annual physician giving stood at $786,000. However, with the matching program in place, this figure soared to $2.84 million, reflecting a significant increase in donations. The number of clinical areas contributing rose from six to 13. 

The success of the program extended beyond financial contributions. For instance, traditionally less-engaged areas like the emergency department showed renewed enthusiasm and interest after being introduced to the physician matching program. This achievement exemplified the foundation's commitment to engaging physicians and the transformative power of targeted strategies. 

Program Sustainability and Future Direction 

Maintaining the sustainability of the physician donation matching program required clear parameters, flexibility, and internal alignment. The foundation invested in training its fundraisers to effectively communicate the program's objectives and guidelines. Additionally, they established a systematic approach to tracking donations and ensuring accountability. By aligning these internal conditions, the program became a well-oiled machine, garnering support and commitment from physicians. 

Looking ahead, the VGH & UBC Hospital Foundation plans to refine and expand its physician engagement strategy. They aim to meet with every new physician joining the hospital within three to six months, nurturing relationships and fostering a culture of giving from the outset. By continuing to leverage their champions and creating personalized experiences, the foundation strives to make a lasting impact on the relationship with their medical staff and ultimately the well-being of the medical staff and their community.