Philanthropy in healthcare is changing—and fast.
To help organizations anticipate what’s next, BWF has spent 25 years listening directly to donors. Our biennial Healthcare Survey has become a trusted barometer of how affluent Americans view healthcare philanthropy, and the 2025 edition is our most revealing yet.
On October 21, we released the full 2025 BWF Healthcare Survey report. To mark the occasion, we’ll also host a live webinar on November 13, where our experts will unpack the findings, share practical strategies, and answer your questions about what these trends mean for your organization.
In the meantime, the key takeaway is the trending impact of younger donors. For the first time in 25 years, more than half of our study respondents were under age 50. Here’s a preview of three insights from the report that every healthcare fundraiser should have on their radar.
- Younger Donors are Taking the Lead. Millennials, Gen X, and Gen Z donors are not just “emerging”—they’re already shaping healthcare philanthropy. Donors under 50 are actively engaging in philanthropy, and they are motivated and inspired by crisis events as well as episodic needs such as a mobile health clinic for the underserved or a forensic nursing program for assault victims. They also bring different expectations: They want to see the immediate and significant impact of their giving, they welcome digital engagement, and they have new perspectives on recognition. For healthcare organizations, this means rethinking how to build and grow relationships at the base of the donor pyramid.
- Causes Outshine Institutions. Older generations often supported hospitals out of gratitude for care or community pride, but that kind of automatic loyalty is fading in today’s crowded marketplace. Loyalty hasn’t disappeared, though—it has shifted. Younger donors are more committed to causes like cancer or mental health than to institutions and to organizations that provide meaningful experiences and demonstrate visible impact. Donors under 50 reported that they are nearly four times more likely to support a healthcare cause than a facility expansion or capital campaign. Community hospitals and institutions with long philanthropic traditions cannot assume generational support will continue automatically; they must refresh legacy by linking a family history of giving to the issues that matter most today, while offering meaningful experiences and sharper, more compelling stories that connect gifts to impact.
- Digital Communication Isn’t Optional. Email, social media, and even AI-powered tools are no longer “nice to have.” Donors—especially those under 50—welcome electronic solicitations and stewardship. The lesson? Tech can never replace authentic giving officer/donor relationships, but it certainly can amplify them, extend reach, and help fundraisers increase dollars raised in a healthcare environment where there is a growing mandate to do more with less.
Lessons Learned
The message is clear: Healthcare philanthropy is at an inflection point, and younger donors are driving the change. Younger generations are attracted and inspired by new priorities, they are leading the charge in cause-based giving, and they are fueling how digital communication is shaping the donor experience. These shifts present both challenges and opportunities—and the organizations that adapt strategically and thoughtfully will thrive.
The full 2025 BWF Healthcare Survey is now available! Click here to download. Join us November 13 at 12:00 pm CT for a webinar diving into the key findings of the survey. Register Today!
The future of healthcare giving is here, and BWF is ready to help you navigate it.
