A New Philosophy
For Vice President and Chief Philanthropy Operating Officer Courtney Van Shura, advancing the system’s fundraising capabilities required more than a new tool. It required a new philosophy.
“We sought an innovative approach that extended beyond our standard data sets, incorporating smart technology to empower our team to make more informed decisions to engage new potential donors,” Courtney said.
The MedStar Health team partnered with London Automation to move past disconnected CRM fields and static reports. With nightly data syncs, predictive scoring, and customizable insights, they now power every stage of the donor pipeline with precision.
Turning Insight into Action
MedStar Health’s goal was simple: to increase fundraising results by reaching more potential donors, engaging them at the right time, and using quality data to drive every decision. To achieve this, they required an expert to assist in simplifying potential donor identification, streamlining portfolio management, enhancing prospecting, and fostering greater accountability through data and visual management.
“We needed better reporting, including metrics dashboards, easier potential donor identification, and easier portfolio management,” Courtney said. “We also wanted to empower gift officers to have this data at their fingertips, easily digestible, and ready for action.”
That vision quickly became reality. Once data feeds were connected, London Automation uncovered more than 2 million unique patient prospects – an eight-times increase in MedStar Health’s donor pool. That kind of scale didn’t just unlock opportunities; it created structure.
“Our team’s ability to utilize real-time data has enhanced our efforts in identifying the best prospects for fundraising,” Courtney said. “This capability has also helped refine their portfolios and added accountability to their outreach.”
Building Smarter Workflows and Metrics that Matter
With clearer prospect data, the MedStar Health philanthropy team introduced new workflows to match.
“Our team developed a new workflow to identify top-tier prospects for our portfolios and determine the best candidates for direct mail contact,” Courtney said. “Additionally, we have enhanced our quarterly portfolio reviews by leveraging the data available in London Automation.”
From improved segmentation to personalized outreach, real-time insights became a core part of the team’s daily process. More transformative, however, was the ability to measure what mattered.
“I am proud that we rolled out our first-ever metrics program that allowed our team to see real-time results and improve their work,” Courtney said.
The result? Less time spent in reactive strategy meetings – more time fundraising with clarity and intention.
“[We’ve spent] more time identifying and engaging potential donors and working from a place of abundance.”
A Platform - and a Mindset - Built to Evolve
Adopting London Automation wasn’t just about efficiency – it was about potential. Looking ahead, her team is focused on deepening their use of real-time insights to refine strategy.
“You don’t know what technology is missing unless you try something new and unlock your team’s potential,” Courtney said. “We are excited to continue to build customized dashboards to further our team’s strategic work.”
