In the world of fundraising, data is a powerful tool that can significantly impact the success of programs and campaigns. By effectively utilizing the right data insights, fundraising professionals can make informed decisions, target the right patient donors, and, ultimately, rocket launch their fundraising efforts.
You've most likely heard the term data-driven fundraising. You've almost certainly seen stats and industry standards and comparable results by sector. For healthcare in particular, it's a challenge to get and leverage the data needed to effectively measure how strong a Grateful Patient Program can be because, well, it's Personal Health Information (PHI) protected by HIPAA.
One key aspect of utilizing data insights for successful fundraising campaigns is the ability to analyze patient metrics. By examining past visit patterns, physician interaction, and possible giving or communication engagement, organizations can tailor their fundraising asks to better resonate with their patient prospects. This personalized approach can lead to higher donor retention rates and increased donations.
What do you need?
Fundraising communications to patients may utilize limited PHI for fundraising purposes. Fundraising communications include, but are not limited to, solicitations for donations or gifts, sponsorship of events, and communications for events or activities held to raise funds for the covered entity.
Additional Informational Resource: Blackbaud White Paper
Inclusion
Six categories of patient health information may be disclosed or used for fundraising purposes without a patient’s written authorization:
Patient demographic data
Name
Address and other contact information
Age or date of birth
Gender
Occupation
Education Level
Health insurance status
Dates of patient health care services
Indication of the appointments inpatient/outpatient status
General department of service information
Location of service: emergency department, clinic, outpatient, etc.
Department of service: cardiology, pediatrics, general medicine, etc.
Treating physician name
Outcome information (including death or sub-optimal treatment - used to screen)
Exclusion Considerations
Minors or Adults under 25
Risk Management - Anonymous, Confidential, Litigation
Fundraising Opt-Out
Deceased
Medicaid, Self-pay, Uninsured
Prison Address, Insurance or Patient Type
Military
Foreign Address
Pregnancy Complications
Behavioral Health (Psychiatric, Substance Abuse, Mental Health)
Patients actively in Hospice
Communicable Diseases, sexually transmitted infections, HIV/AIDS
Genetic Testing
Infertility treatment
Abuse, including pediatric, adult with disability, elder abuse, sexual assault
Other applicable state provisions
Exclusion information should not be present in the data you receive. RatherDue to the sensitive nature of certain treatments, additional federal and state authorization requirements must be considered prior to using for fundraising communications. It is recommended that legal counsel be consulted prior to obtaining a patient’s authorization for this type of information.
Opt-Outs
Patients have the right to opt out, and health care providers legally must include a provision in all fundraising communications indicating that the patient has the right to opt out of future solicitations. The opt-out must:
Be a clear and conspicuous part of the materials sent to the patient.
Describe how PHI may be used.
Be written in clear, plain language.
Contain a simple, not unduly burdensome means to opt out from receiving further fundraising communications.
Compliance
It is recommended that any new data extraction from an EHR for fundraising purposes be reviewed and approved by the entity’s Compliance or Privacy Office.
Conversations with individuals (including patients) about possible "areas of giving interest" are permissible without an authorization, provided that their medical information is not used for a fundraising purpose.
For example, a development officer may speak with a grateful patient to explore areas of giving interest (e.g., support for the new hospital, for technology, for research, or for general departments of care), as long as only the Limited PHI above is used. Diagnosis and other PHI cannot be used for fundraising, absent written patient authorization.
Fields to Include
Fields Requested
MRN or Patient ID
First Name
Middle Name or Initial
Last Name
Address Line 1
Address Line 2
City
State
Zip Code
Email Address
Phone Number
Date of Birth
Gender
Pay Status (i.e. bad debt)
Service Start Date
Service End Date
Time of Service
Location
Physician Name
Department or Specialty
Inpatient vs. Outpatient Indicator
Outcome Code
First Visit Date
Note: For pediatric parents, a slightly different set of data would be needed so that the parent becomes the prospect, not the child.
Data Storage
Where and how this PHI is stored and maintained is also a critical. Ensure any system storing allowed PHI is compliant with your organization's security standards. Store only what you need and, if necessary, determine what pieces may be helpful to de-identify (such as MRN).
Using the Patient Data
Patient data insights play a crucial role in prospect research within the healthcare industry. Professionals utilize advanced data analytics tools to delve deeper into not only the wealth capacity but also the philanthropic inclinations of patients. By analyzing various data points, such as previous donations, social connections, and behavioral patterns, organizations can pinpoint individuals who exhibit a higher likelihood of becoming major or annual fund donors.
By leveraging patient data insights for prospect research, organizations can optimize their fundraising strategies and improve their return on investment. By focusing on individuals with a higher propensity to donate, fundraisers can allocate their resources more efficiently and achieve better results. This targeted approach not only maximizes fundraising efforts but also cultivates stronger relationships with donors, fostering long-term support for the organization's mission and initiatives.
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