publication date: Sep 30, 2011
author/source: AHP/Janet Gadeski (Hilborn)
The Association for
says donors to Canada's health care institutions boosted
their contributions by $80 million last year. But even that increase remained far
below amounts raised before the recession hit. While charitable cash and
pledges in 2010 totalled $1.204 billion, 7.1% more than in 2009, they were $133
million less than the total funds raised in 2007.
The association's FY2010
AHP Report on Giving-Canada
believes Canada's improved economy in fiscal
year 2010 enabled Canadian hospitals, medical centers, and other health care
facilities to recover partially from the recession's negative economic forces
in 2008. Giving dropped to just $1.068 billion in that year.
"We need to do more, but the trend is in the right
direction," says Jory Pritchard-Kerr
AHP's incoming regional director for Canada and executive director, Collingwood General & Marine Hospital Foundation
in Collingwood, Ontario.
"Improved fundraising is providing more up-to-date equipment for our hospitals,
more money for construction and renovation, and more resources for research,
teaching and general operations."
down, productivity up
The report shows that since the pre-recession days of 2006,
Canadian health care fundraisers have decreased their reliance on raising large
amounts of money for specific projects in a limited amount of time. Such
capital campaigns accounted for more than 31% of all philanthropic activity on
behalf of Canadian hospitals in 2006, but comprised only 13.4% of such endeavours
Pritchard-Kerr says the economy likely explains the drop in
capital campaign efforts. "In my own experience, we spent much more time and
effort in cultivating and stewarding our donors before launching our current
capital campaign," she explains. "The cultivation period for a major or capital
campaign gift is now significantly longer. Donors are now more educated about
their charitable giving and more discerning in how and where they make their
The 2010 report indicates more emphasis is being devoted to
raising money through major gifts, planned giving, and special events. Annual
giving campaigns remain a mainstay of fundraising.
Fundraisers also saw improved productivity in 2010, as the
cost to raise a philanthropic dollar dropped to 28 cents, down from 34 cents a
year earlier. On average, they were able
to bring in $3.56 for every dollar of fundraising expenses last year, 65 cents
more than in FY 2009.
Individuals lead the
The vast majority of donors are individuals. Their combined
donations accounted for almost three out of every five dollars raised in 2010.
"Community support and the generosity of grateful patients are especially
important," Pritchard-Kerr notes.
Businesses, including corporate foundations, gave 28% of the
total funds raised. Other types of foundations contributed 7%.
US results similar
Survey results for the US indicated that philanthropic
fundraising by nonprofit health care institutions totalled $8.264 billion in
2010, up from $7.644 billion in 2009, but still below the $8.588 billion raised
Giving patterns are similar in the US and Canada, with
individual donors accounting for most contributions and most money raised. However,
US hospitals and health care systems devote a smaller portion of donated
dollars than their Canadian counterparts to buying equipment, and a larger
portion to physical plant improvements.
A copy of the AHP Report on Giving Fact Sheet is available
free on the AHP website at www.ahp.org/reportongivingcanada
For more information, Kathy Renzetti
703-532-6243, 571-216-0146, firstname.lastname@example.org