What the Affluent Think About Healthcare Giving: Key Insights from the 2025 BWF Healthcare Survey

Philanthropy has never been more essential or more complex than in today’s rapidly evolving healthcare landscape. Join BWF’s Kara Wagner, Associate Vice President, and Jan Weinberg Wood, Senior Managing Vice President, for an exclusive look at the results of the 2025 BWF Healthcare Survey, moderated by Mark Marshall, Chief Strategy Officer and Co-Owner.

For more than 25 years, BWF has surveyed affluent Americans to understand their motivations for giving to healthcare organizations. This year’s findings reveal a significant shift in donor demographics, motivations, and expectations, with younger, more digitally engaged donors playing a growing, influential role.

This session will explore:

• Key trends and themes impacting healthcare giving in 2025.
• What motivates affluent donors today, and what turns them away.
• The rise of next-generation donors and how to engage them effectively.
• The importance of storytelling, stewardship, and personalization.
• Technology’s expanding role in donor communications and pipeline development.

Backed by comparative insights from Giving USA 2025, the AFP Fundraising Effectiveness Project, and the Indiana University Lilly Family School of Philanthropy, this webinar will help healthcare fundraisers and nonprofit leaders sharpen their strategies, align messaging with donor expectations, and build durable relationships in a shifting philanthropic environment.

Whether you represent a community hospital foundation, an academic medical center, or a specialty care provider, this session offers data-driven insights to inform your next moves and grow your impact.