AHP's annual survey of gifts, pledges and grants shows that total funds raised by health care institutions increased by 0.2 percent in the U.S. last year to $9.651 billion, but decreased in Canada for the second year in a row, in 2015 by 6.8 percent to $1.39 billion.
Veronica Carroll, MBA, CFRE, chief executive officer of the Children's Health Foundation of Vancouver Island, attributed multiple economic pressures to the decrease in donations in Canada. She also pointed out the increased focus on community services and programs, "which are inherently more complicated to explain to donors." She continued, "We are also seeing the effects of a change in the way in which younger generations are engaging in healthcare philanthropy. As peer to peer fundraising increases, traditional healthcare philanthropy will need to make the case to younger generations that they are good stewards of healthcare dollars."
Fundraising efficiency, measured by cost to raise a dollar (CTRD), differed between the countries only slightly. A 2-cent drop lowered CTRD to 23 cents in the U.S., whereas in Canada, a 1-cent increase took CTRD to 24 cents at health care institutions in FY 2015.
"Overall, donors should be confident that their contributions are used effectively by health care institutions to improve the quality of care and research they provide throughout North America," says Jory Pritchard-Kerr, FAHP, CFRE, AHP board chair and executive director at Collingwood General & Marine Hospital Foundation in Ontario.
The Association for Healthcare Philanthropy sponsors the annual Report on Giving, which can be accessed at www.ahp.org, to provide key health care philanthropy benchmarks. AHP, established in 1967, represents nearly 5,000 development professionals at 2,000+ nonprofit hospitals, medical centers, health systems and related facilities internationally.
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SOURCE Association for Healthcare Philanthropy