From Gratitude to Giving: Empowering Patients and Families to Share Their Journey
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
After nearly 30 years as a major gift officer and nonprofit leader, I’ve seen firsthand how powerful a grateful patient’s story can be. These stories don’t just inspire donors—they transform entire communities, helping us raise critical funds and deepen trust in our mission. Yet, I know many of us in the healthcare sector struggle with a core question: How do we invite patients and families to share their powerful experiences in a way that feels safe, authentic, and genuinely mission-driven?
The Challenge: Walking the Line Between Inspiration and Sensitivity
In my experience, the biggest pain point is balancing the need for compelling storytelling with the ethical responsibility to protect patient privacy and emotional well-being. We want to honor our patients’ journeys, but we never want anyone to feel pressured, exposed, or tokenized. Over the years, I’ve seen organizations falter when they:
Treat storytelling as a transaction, not a relationship.
Fail to provide clear, supportive pathways for patients to get involved.
Neglect to address privacy concerns or obtain proper consent.
Miss opportunities to involve family members, who are often just as passionate.
The stakes are high: A study found that 88% of large gifts to healthcare organizations came from grateful patients and families. But if we don’t approach this work thoughtfully, we risk eroding the very trust we aim to build.
What Works: Practical Strategies for Authentic Engagement
Here’s what I’ve found effective—and what I recommend to colleagues wrestling with this challenge:
1. Patient-Centered Invitation Process
Reach out to patients and families who have already expressed gratitude, either through thank-you notes, positive survey responses, or direct feedback.
Always ask for permission before sharing any story. Frame the invitation as an opportunity, not an obligation.
Schedule interviews at a time and place comfortable for the patient or family, often after they’ve returned home and had time to reflect.
2. Multiple Ways to Share
Offer a menu of storytelling options: written testimonials, video interviews, small group discussions, or even anonymous submissions.
Empower patients and families to choose how, when, and with whom they share their story.
3. Support and Preparation
Provide a storytelling guide or toolkit to help patients and families prepare and feel confident.
Assign a staff member to act as a liaison, offering emotional support and answering questions throughout the process.
4. Privacy and Consent
Be transparent about how stories will be used and obtain written consent for each use case (e.g., website, events, print materials).
Respect boundaries—some families may want to share only within a closed group or at a private event.
5. Celebrate and Steward
Recognize storytellers as mission partners, not just fundraising assets.
Keep them informed about the impact of their story and the funds raised as a result.
Case Study: Transforming Gratitude into Impact
One approach I’ve seen work well comes from a large hospital foundation that launched a “Gifts of Health” campaign. They identified grateful patients through post-discharge surveys and invited them to a storytelling workshop. Participants could choose to share their story on video, in writing, or as part of a panel at a fundraising event. The result? Not only did donor engagement increase, but several storytellers became ongoing ambassadors and major donors themselves.
Tools and Resources to Support Your Efforts
The right technology can make this process smoother and more secure. I recommend exploring:
DonorSearch CRM: All-in-one fundraising and donor management, including event management and customizable communication journeys.
DonorPerfect: Especially strong for healthcare nonprofits, with robust donor segmentation, event management, and privacy features.
ascend by Kindsight: Built for healthcare, with HIPAA compliance and a grateful patient program module.
Actionable Takeaways
Start small: Pilot your storytelling initiative with a handful of willing participants.
Create a safe space: Offer multiple ways to share and always prioritize consent.
Track impact: Use KPIs like donor conversion rates and storyteller satisfaction to refine your approach.
Leverage technology: Invest in software that supports privacy, segmentation, and multi-channel storytelling.
If there’s one thing I’ve learned, it’s that authentic patient and family stories are among the most valuable assets we have. When we invite people to share from a place of respect and partnership, the results are extraordinary—not just for fundraising, but for the entire culture of our organizations.
I’d love to hear your experiences. What’s worked (or not) for you in inviting grateful patients and families to share their stories? Share your replies in the comments below, or let’s connect on LinkedIn to continue the conversation. Together, we can build a more compassionate, effective approach to healthcare philanthropy.
Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed
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