Gifts to nonprofit healthcare institutions in the United States and Canada during the 2015 fiscal year totaled $11.04 billion, down some $82 million from the previous year, a report from the Association for Healthcare Philanthropy finds.
Based on survey data, the 2015 AHP Report on Giving found that total funds raised in support of nonprofit hospitals increased 0.2 percent in the U.S., to $9.651 billion, but fell 6.8 percent in Canada, to $1.39 billion, the second year in a row that hospital fundraising in that country has declined. The study also found that fundraising efficiency, measured by cost to raise a dollar (CTRD), fell 2 cents in the U.S., to 23 cents, while it increased a penny in Canada, to 24 cents.
Veronica Carroll, CEO of the Children's Health Foundation of Vancouver Island, attributed the decline in donations in Canada to multiple economic pressures and the increased focus on community services and programs, "which are inherently more complicated to explain to donors."
"We are also seeing the effects of a change in the way in which younger generations are engaging in healthcare philanthropy," said Carroll. "As peer-to-peer fundraising increases, traditional healthcare philanthropy will need to make the case to younger generations that they are good stewards of healthcare dollars."