When it comes to knowing where to start identifying non-donor grateful patient major gift prospects it comes down to understanding and leveraging data.  Healthcare institutions vary on the frequency they get patient data, so their frequency of reporting varies. 

And while there are consistencies in the type of information reported on, it ultimately matters what your program goals are and what data you have access to.  If the data doesn’t exist, the reporting can’t exist.  

When determining what to include in data collection and what reports that informs, remember to:

• Measure things that speak to the goals of your program

• Keep it manageable

• Consider the audience(s)

• Consider the long-term value of prospects

Ask questions to guide the report structure, what your data is informing:

• What are the program goals?

• How often do you want to evaluate results?

• Who is going to manage the data and programs?

• Who are the key stakeholders?

And, finally, consider the types of information you want to report on.  Such as:

• New Patient Prospects with High Affinity and/or High Capacity

• New Patient Prospects Annual Fund Donors with High Capacity

• New Patient Prospects assigned to a Portfolio

• Physician Engagement Actions

• Physician Prospect Referrals

As you’re program grows, you may also consider adding to your Grateful Patient Program’s Major Giving efforts:

• New Patient Prospects by Visit Speciality

• New Patient Prospects by Physician

• # / $ of Gifts from New Donors

• # / $ of Gifts  from Annual Giving Donors

• # / $ of Gifts from Physician

Don’t let the data overwhelm you.  Start reporting what you can and build from there. It will take a while to start getting results, so build your measurements incrementally.  It’s worth the time to do this well.  Be patient as you collect data and manage expectations as you analyze it.  

Remember…

• Assess your tools and data needs.  Know what you have and what you’ll need.

• Work with IT, Clinic, Compliance and any other key stakeholders

• The right data goes a long way with clinicians

• Keep it manageable.  Don’t overpromise.

The kind of data you need may change over time as you learn more about your EHR and clinical practices.  There may also be data you need that doesn’t exist.  Figure out if the clinic and IT are open to working to help you get what you need and, if not, adjust your plans and manage leadership’s expectations.