Improving Donor Engagement and Retention in Healthcare Philanthropy

Abstract

Understanding the motivations of their donors will help nonprofit organizations improve organizational efficiency and effectiveness in fundraising appeals of all types. This quality improvement project sought to understand how the foundation of a Florida children’s hospital can enhance its Annual Giving program and sustain its long-term viability. Two theoretical frameworks helped shape the study: charitable giving theory and Burnett’s (1993) theory on relationship fundraising. By collecting the perspectives of foundation donors through surveys and interviews, this sequential explanatory mixed methods study aimed to understand the factors that influence donor motivation. Capstone findings showed donors have a wide range of motivations for their giving and exhibit distinct communication and solicitation preferences by generation.