Written by London Automation cofounders Michael London and Brandon Danner
Email is a goldmine of insights for healthcare fundraisers. Whether you’re building an annual fund or cultivating major gifts, leveraging email data can transform your approach, inform your conversations, and drive better results across every level of philanthropy.
Which Fundraising Team Members Does Email Data Provide Insights for?
“I can’t tell you how many times email data has informed me on what [fundraisers] should be talking about going into a first visit.”
Brandon Danner
Many fundraisers assume that email data is only useful for annual giving teams. In reality the benefits extend far beyond. From annual funds to principal prospects, understanding how donors engage with your emails can shape your entire fundraising strategy.
“You would think the annual fund is where email data is gonna benefit, but actually, as a major gift officer, it benefits everybody across the board from annual funds all the way up through principal prospects.”
Brandon Danner
What is the Role of Email in Grateful Patient Fundraising Programs?
One of the most overlooked benefits of a robust email program is education.
“The main goal of getting a newsletter started is letting them know you’re a nonprofit because most of your patients don’t know that you’re a nonprofit. That’s one of the benefits of a grateful patient email program.”
Michael London
London Automation helps partners set up their initial email programs the right way, ensuring that every message is an opportunity to inform, engage, and nurture potential donors. With expertly crafted nurture series, organizations have achieved 99% deliverability and over 50% open rates. These aren’t just numbers – they’re proof that the right approach to email can dramatically increase your campaign’s reach and impact.
Actionable Insights: What Donors Open, Click, and Care About
The real magic of email data lies in the insights it provides.
“We’re able to help our fundraising partners understand the interests of their potential donors and current donors based on what they’re opening, what they’re clicking on. That gives [fundraisers] some really good insights.”
Michael London
By tracking opens, clicks, and engagement, fundraisers can tailor their outreach and conversations to match each donor’s interests. This data-driven approach ensures that every touchpoint is relevant and meaningful – whether it’s a first visit or ongoing stewardship.
Don’t Limit Your Metrics: Email Data for Major Gifts
“Don’t measure annual fund dollars as your only metric. It is really important even for major gift officers to be able to take advantage of the email data, understanding the things that folks are interested in.”
Brandon Danner
Email data isn’t just about immediate dollars raised. It’s about building a deeper understanding of your donor base, identifying interests, and preparing for more impactful conversations.
Practical Steps for Grateful Patient Fundraisers
- Start with Education: Use email to inform patients and prospects that you’re a nonprofit and share your mission.
- Set Up a Nurture Series: Create automated email journeys to engage new and existing donors, ensuring high deliverability and open rates.
- Track Engagement: Monitor what donors open and click to uncover their interests and tailor your outreach.
- Leverage Insights for Major Gifts: Use email data to inform your conversations with principal and major gift prospects – not just annual fund donors.
- Measure More Than Dollars: Look beyond immediate revenue and focus on engagement metrics to guide your strategy.
Conclusion: Make Make Email Data Your Fundraising Advantage
Email data is one of the most powerful – and underutilized – tools in healthcare fundraising. By leveraging these insights, you can engage donors more effectively, personalize every conversation, and drive better results at every level of giving. With the right strategy and support, your email program can become a cornerstone of your grateful patient fundraising success.
