Transforming Donor Perspectives through Community Innovation

Oct 30, 2021

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Editorial Notes: This feature was originally published in the Cowley CourierTraveler in its annual Giving Back edition. William Newton Healthcare Foundation Director Annika Morris was named among the Association of Healthcare Philanthropy’s 40 Under 40 in 2020 in recognition of her efforts in the hospital’s capital campaign and growing the foundation donor base.

By Annika Morris, William Newton Healthcare Foundation Director

I was invited to be one of 35 presenters for the Association of Healthcare Philanthropy International three-day virtual conference beginning October 20 alongside consultant Thad Henry of Rogge + Associates.

In our presentation, titled “Beyond Campaign Mechanics: Igniting Community Innovation to Transform Perspective,” we reflected on the phase one success of William Newton Hospital’s Second Century Campaign and discussed how campaigns can not only build buildings, but also build up your organization.

Beyond exceeding our initial fundraising goal, one of the major outcomes of the campaign’s first phase was a shift in donor perspectives. In a pre-campaign interview, one donor said they would be "willing to consider a token gift to the hospital if their back is against the wall." By the end of phase one, donors were saying, "I will be happy to give a heritage gift of $1 million and challenge others to do the same."

For a critical access hospital in rural Kansas, the success we achieved can only happen through collaboration. While our presentation covered a number of insights to shaping fundraising efforts, here are three any non-profit can apply: transform the organizational “why,” contextualize the capital campaign, and become a change agent instead of just a fundraiser.

The organizational why: We changed the foundation’s focus. We went from fundraising through events to a major capital campaign by listening to internal and external stories and really thinking about the long-term impact of the 10-year facilities plan. It became about more than just raising money.

Contextualize capital campaign: The preliminary plans and aspirations of the Second Century Campaign involved a six-phase project for $25 million over 10 years including philanthropic assistance of $10 million. This was to be completed for the hundredth birthday of the hospital in 2027. How would we contextualize this for our donors? How would we break down the big picture to help supporters understand how their gift – noGreg Powers as William Newton matter the amount – could make a lasting difference at the hospital and within the community? First, we had fun revitalizing historical roots! For example, Greg Powers dressed as founder William Newton at foundation and hospital events making the hospital come alive. Secondly, to help tell stories, we lifted the hospital up as a pillar of economic and community well-being using the slogan "We are William Newton." Lastly, we helped donors think about the impact on the next generation of our community, not just bricks-and-mortar. The physical addition of the surgical center became more than a building.

Become a change agent instead of just a fundraiser: In general, most non-profits are viewed as the office that helps raise money for a mission. By helping our donors understand the long-term impact, most perspectives transformed toward William Newton Healthcare Foundation as a change agent within the community.The outcomes of the Second Century Campaign were great: we raised $4.6 million, surpassed a $3 million goal, increased total donors from 740 to 2,013, and launched a heritage society. But even more importantly, we transformed the thought process of “sure, I’ll buy a ticket to a fundraiser” to “I will consider including William Newton Hospital in my estate plans because it means so much to me and my family.”

William Newton Hospital is a cornerstone of community well-being. Thanks to our generous donors, the hospital has defied national challenges of rural healthcare through innovative community partnerships, philanthropic investment, and passionate workforce. It is my pleasure to help tell that story as our Second Century Campaign continues.