Chris Nelson and Kathy Wilets presentation in October 2016 to the Association of Healthcare Philanthropy

1. Sharing Resources and Bridging the Gap
Between Hospital Fundraising and Marketing Teams
Association for Healthcare Philanthropy—Oct. 29, 2016
Chris Nelson, MPA, Executive Director Kathy Wilets, MPA, Director
University of Utah Hospital Foundation Media Relations and Content Marketing
@cnelsonutah University of Utah Health
Care
@kwilets

2. UNIVERSITY
Who is the
of Utah Health Sciences…

3. ADVANCING HEALTH
• World’s first total artificial heart transplant
• Nation’s first NIH research grant
• Nation’s first biomedical informatics
department
• Nation’s first wearable artificial kidney
• Region’s first neonatal intensive care unit
• Region’s first and only comprehensive
stroke treatment and burn center
• Utah’s first telemedicine network

4. EDUCATION
School of Medicine
College of Nursing
College of Pharmacy
College of Health
School of Dentistry
$3.2 BILLION
Expense Budget FY16
50%
GROWTH
IN 5 YEARS
1.7 MILLION
Patient Visits
$288 Million+ Grants in FY2016
35+ Disease-Causing Genes
Identified
6 Members of National
Academy of Science or
Medicine
1
NCI Comprehensive
Cancer Center
DISCOVERY
>5,000 Practicing
Clinicians and
Nurses
ACCESS
4 Hospitals
12 Community
Clinics
18
Regional Partners
>10% of the
Continental U.S.
1 Nobel Laureate

5. Frontier Counties
Affiliate Network
TeleHealth Sites
Outreach Clinics

6. Evolution of Marketing
B.C. – 1950 1950 - 2000 2000 - present
1:1 1: many Many: many

7. Sources of Trust
 Consumers trust friends, family, & personal
experience more than ads or strangers
 Trust is required to acquire buyers
 Trust is built through engagement

8. Reputation
FundraisingVolume
Why do hospitals market/communicate?
@cnelsonutah @kwilets

9. New Rules of Marketing/Engagement
• Authenticity – resist the urge to “sell” on the first date; you
must invest the time to build trust and genuinely interested
help the online/offline community
• Transparency – you must actually participate in the
conversations (instead of hiring an imposter to do it)
• Relevancy - remember that you’re joining someone else’s
conversation; listen first – then contribute if you have
something relevant to say
@cnelsonutah @kwilets

10. Ignorance
Awareness
Interest
Experience
Participation
Ownership
Marketing Funnel
Word of
Mouth
@cnelsonutah @kwilets

11. Benjamin Franklin on fundraising:
• I advise you to apply to all those whom you know will give something;
• Next to those whom you are uncertain whether they will give any thing or not; and
show them the list of those who have given;
• And lastly, do not neglect those who you are sure will give nothing, for in some of
them you may be mistaken.
The Autobiography of Benjamin Franklin
@cnelsonutah @kwilets

12. Legacy/
Lifetime
Major Gifts
Annual Giving
Events
Publications and
Communications and
the web
Memorial /
Honor
Direct MailEntry
Level
Transformational
$5M
$25K
$500

14. Communication Continuum
Fundraising/Development
Public
Relations/Communication
Marketing
Digital Engagement/
Analytics
@cnelsonutah @kwilets

15. Understanding the DNA of Fundraisers and Communicators
PR Professionals
• Organized around getting a core organizational message/s out to the
public
• Driven by earning media coverage, getting others to tell your story
• Authenticity and legitimacy of communication channel matters
• Metrics: volume and quality of media coverage, did the story drive
brand awareness (positive/negative coverage), not always just
promoting the org – often times focus is on defending the brand
@cnelsonutah @kwilets

20. Understanding the DNA of Fundraisers and Communicators
Marketing Professionals
• Often very creative thinkers
• Hyper focused on client satisfaction and very specific client (driving
new patients to cardiology) outcomes
• Typically good at execution but reliant on others for overall success
(ad agency, graphic designers, copy writers, PR people, events
management team)
• Metrics: appointments scheduled, downstream revenue, client
satisfaction
@cnelsonutah @kwilets

21. Understanding the DNA of Fundraisers and Communicators
Digital Engagement/Marketing
• Data, web-driven analytics, laser focus on reaching the right online
audience
• Lots of new terms: click thru rate (CTR), cost-per-click (CPC), cost
per acquisition (CPA), pay-per-click (PPC), redirect, search engine
marketing (SEM), search engine optimization (SEO), bounce rate
• This group is critical to the success of PR, marketing and
development teams. This group should be seen as the backbone of
any advancement efforts.
• Metrics: data, data, data
@cnelsonutah @kwilets

22. Understanding the DNA of Fundraisers and Communicators
Development/Fundraising Professionals
• Traditionally have earned their way to becoming major gift or
principal gift officers
• Strong interpersonal skills, love making personal connections and
then connecting donor to the organization, working toward
transformational gifts
• Typically very good at explaining the organization’s overall value to
the community and articulating big picture vision of organization
• Metrics: did the action move the donor relationship to the next stage,
number of meaningful contacts, donations received
@cnelsonutah @kwilets

23. Understanding the DNA of Fundraisers and Communicators
Commonalities
• My job is the most important, or most relevant, to the organization’s
overall success
• My issue (or event) is going to drive donations (or media coverage or
new business) to the hospital. Therefore, you’re project, while
important, isn’t as high a priority as mine. Translation – get on board
with what I need from you or get out of my way.
• Word of mouth is a universal metric for each group. Others sharing
your message is the most powerful tool we each have and the holy
grail of all of our efforts.

24. “The fun for me in collaboration is,
one, working with other people just
makes you smarter; that's proven.”
Lin-Manuel
Miranda
Learning to Share

25. Communication and Marketing Teams Are Transforming
• Content marketing strategy is driving consolidation of traditional PR
and marketing functions
• IT and the role of the internet continues to evolve – from MarComm
to MarTech
• Content marketing drives user experience – leading to integrated
patient portals (one stop shopping)
• Difficult to get support until PR, marketing, web and IT teams have
aligned
Learning to Share
@cnelsonutah @kwilets

26. Collaboration Works Best When Roles are Defined
• Inventory what you already have and reuse existing content and
assets. Sarah Foley story.
• Respect (PR people aren’t just good copy editors)
• Engagement first, donations second
• How does what you’re doing advance the relationship (cultivation is
to important to leave just in the hands of the fundraising team)?
Learning to Share
@cnelsonutah @kwilets

29. Case Study – When It Works Well
Key Takeaways
• Planning is key
• Use a creative brief or detailed planning document to create clear
accountabilities and deadlines
• Understand what each team needs in terms of metrics and outcomes
– determine if the project is worthy of collaboration
• Share credit for success and failure
@cnelsonutah @kwilets

30. July
August
Sept-June.
Hospital Birthday Gala
Public Campaign
Case Study – When It Works Well

31. Case Study – When It Works Well
Overview and Action Plan
University of Utah Hospital 50th Anniversary
Friday, July 10 at 10:30-11:30 am
Media Pitch:
What do you get Utah’s only academic hospital for its 50th birthday? Find out today as CEOs
from local hospitals join Gov. Gary Herbert, the Utah Jazz, and local philanthropists to mark
University of Utah Hospital’s golden anniversary.
Agenda:
Location: base of escalators in University Hospital Atrium
• Welcome and brief remarks about history of University of Utah Hospital - David Entwistle
• Brief remarks and introduction of “future capsule” – Dr. Sean Mulvihill or Dr. Vivian Lee
• Gov. Herbert and proclamation presentation (or SLC Mayor, Salt Lake County Mayor)
• Brief Remarks and gift presentation - Randy Rigby and Alec Burks from Utah Jazz
• Reflections on 50 years of service - Reed Brinton, University donor and celebrating his 100th
birthday
• Lisa/Spence Eccles from George S. Eccles Foundation announcing $50,000 grant in honor of
50th anniversary. Announce the #50Forward campaign that challenges people to donate $50
in honor of someone they know who has benefitted from the services of University of Utah
Hospital.
• Presentation of Peer Hospital and UHA Gifts
• Salt Lake Regional – Dale Johns or Ed Lamb
• St. Marks – Steven Bateman
• LDS Hospital – Jim Sheets
• Intermountain Medical Center – David Grauer
• Primary Children’s Hospital – Katy Welkie
• Thank you and conclusion – David Entwistle
Logistics:
• Sound – Public Affairs team
• Backdrop – Foundation
• Future Capsule Story Collection and Display – Public Affairs and Foundation
• Video on web and display of stories and pictures from elementary students
• Cake – Foundation and Hospital HR (do we have people come to the lobby for cake or
have cake delivered to unit)
• Media invites – Public Affairs
• VIP invites – Foundation
• Video recap – Public Affairs
• Historical display/timeline – web
• Oversized display of fine arts poster – Foundation
Invitees:
Hospital Board members, Foundation Board members, Management Council, targeted
donors, media, staff, faculty, UHA leadership, administrators from other hospitals
VIP Luncheon following event:
Redrock Room or Hospital Board Room?
Catering – Foundation
Anything missing?
Ancillary:
• Happy birthday to Hospital and cake for employees
• Unveiling of 50th anniversary poster
• Unveiling of 50Forward Campaign and Billboards
• 50Forward Capsule – Placement in Trophy Case
• VIP Lunch

32. RADIO 1 RADIO 2
Case Study – When It Works Well

33. Media Coverage Link

34. Video link