2025 BWF Healthcare Survey Results Released
What the Affluent Think About Giving
Join us on Thursday, November 13 for an exclusive look at the results of the 2025 BWF Healthcare Survey, moderated by Mark Marshall, Chief Strategy Officer and Co-Owner.
Introduction to the Study
From Assumptions to Evidence: 25 Years of Donor Research
Twenty-five years ago, in preparation for the Association of Healthcare Philanthropy (AHP) International Conference, BWF launched a study to understand the charitable decisions of affluent Americans toward hospitals and healthcare organizations. We set out to replace assumption with evidence, gathering perspectives directly from donors. Since then, we have conducted this survey every two years, continually refining our approach to reflect the evolving motivations, expectations, and demographics of affluent healthcare donors. Since 2000, BWF has continued to harness data to drive innovative fundraising through our commitment to blending the science and art of fundraising.
This commitment is reflected in our leadership in the annual Giving USA study; the publication of the first book on applying data to philanthropy, Fundraising Analytics by BWF CEO Josh Birkholz; and the delivery of national benchmarking projects, impactful predictive models, donor segmentation strategies, and market studies that have shaped multi-billion dollar campaigns and uncovered millions in untapped potential. At BWF, data is the engine behind the strategies that help nonprofits deliver on their promises. This donor survey exemplifies that commitment, delivering insight to drive strategy and deepen connections with today’s affluent healthcare supporters.
Download the Results
Healthcare Survey Deeper Dives from 2023 Study
Donor Motivations
Part 1 in this series takes a deep dive into donor motivations and how an understanding of what inspires a donor to support a healthcare organization can help inform the development of strategies more likely to positively influence identification, engagement, and solicitation outcomes. Though engagement strategies should always be tailored and customized based on many unique factors, understanding how demographics such as gender and age play a role in philanthropy can help deepen relationships and increase impact.
Influences on Philanthropic Decision-Making
Part 2 will delve deeper into how these patterns not only shed light on what motivates donors but also highlight the various influences that can impact their decision-making process. By understanding these factors, fundraisers can better tailor their approaches to resonate with potential supporters and optimize their strategies throughout the engagement process.
Communication and Outreach Strategies
In Part 3, we will delve into how healthcare organizations can utilize these insights to craft and implement effective engagement and communication strategies to connect with donors. We will analyze how demographic factors, such as gender, age, and marital status, influence donor preferences and engagement patterns. By exploring these dynamics, we will uncover key strategies to tailor outreach efforts, ensuring that communication is not only impactful but also deeply resonant with each segment of the donor base.
BWF is a mission-driven for-profit company serving the nonprofit sector, offering a comprehensive suite of solutions that ensures all nonprofit strategic, technical, and functional needs are met. Our mission is empowering nonprofits to achieve impact and imagine new possibilities. Structured yet agile services in the core areas of campaign and fundraising strategy, operations and technology, fundraising marketing and engagement, and enterprise strategic planning allow BWF to deliver on its mission. Clients include universities, health systems, arts & culture organizations, faith-based organizations, and NGOs throughout North America, Europe, Africa, Australia, and the Pacific Rim. As a truly comprehensive solutions provider, BWF has a team of consultants with extensive background and experience in every facet of philanthropy.
