Core Insights data analytics report

SERIES REPORT

Building Stronger Fundraising Strategies with Data Practical advice to establish and scale a healthcare philanthropy data analytics program

May 2025

A HP CO RE I N S I GHTS

Introduction Data plays an increasingly central role in

and a discussion from an AHP webinar

healthcare fundraising - as philanthropy

to demonstrate how data is shaping the

teams face increasing pressure to do

industry.

more with less, strong data practices

2

are helping organizations make smarter

We explore how foundations are using data

decisions, strengthen donor relationships,

to drive decision-making, design tailored

and improve performance outcomes. This

reporting, and track key performance

Core Insights report draws from a survey of

metrics. Whether you’re just starting your

85 healthcare philanthropy professionals

data journey or scaling a mature analytics

Introduction

D A TA A N A LYTI CS

Contents Introduction

2

Survey Findings at a Glance

4

Data Analytics Best Practices

6

Building a Data Analytics Function

9

Supplemental Resources

14

program, this report offers a roadmap for how healthcare foundations can integrate analytics into their daily work and longterm planning.

T o p i c s inc lud e:

• Use of data in fundraising strategy,

• Audience-specific reporting, • Common tools and platforms, • Key fundraising metrics, • Dashboard and visualization best practices, and

• Building a data-driven culture.

Contents

3

A HP CO RE I N S I GHTS

Survey Findings at a Glance AHP surveyed healthcare philanthropy professionals about their use of data analytics and received responses from 85 organizations. Survey responses highlight how data is currently being used in healthcare philanthropy, what tools are in place, and which practices are most effective in driving results.

85

organizations surveyed About how they use data analytics to improve fundraising outcomes

MO S T E FFE CTIV E US E S OF DATA

01 02 03 04

45%

Prospect research

37%

Fundraising financial metrics

moves management

targeted marketing

30% 25%

R E P O R T IN G PRAC TI C ES AUDIENCES

TO O L S U S E D

100%

leadership Executive dashboards focused on campaign and performance metrics salesforce

Board members

29%emphasizingdonorPerfect 71%Quarterly summaries

AI-powered Raiser’sstrategic impact predictive Edge analytics

gift officers

Detailed reports on moves and donor activity

cognos Bloomerang

other staff Filterable dashboards and automated lists supporting operations

80%

most organizations use multiple platforms, combining crm systems with data visualization tools.

looker 60% iWave

donorsearch 40% Python / r 20% 0%

92%

78%

Provide reports regularly

tailor reports by audience

S U RV E Y T HE M E S 4

Survey Findings at a Glance

customized reporting Is now a standard expectation

About how they use data analytics to improve fundraising outcomes

03 04

moves management

D A TA A N A LYTI CS

targeted marketing

30% 25%

R EP OR T IN G PRAC TI C ES AUDIENCES 100%

leadership Executive dashboards focused on campaign and performance metrics

T O O L S UBoard S E D members Quarterly summaries emphasizing strategic impact

gift officers

salesforce

reports on moves and 29% 71% Detailed donor activity

donorPerfect AI-powered Raiser’s cognos Edge other staff predictive analytics Filterable dashboards and automated Bloomerang lists supporting operations

80% 60% 40% looker

most organizations use multiple iWave 20% platforms, combining crm donorsearch systems with data 0% Python / r visualization tools.

Provide reports tailor reports regularly by audience

92%

78%

SURVEEY HEEM MEESS SURV Y TTH

01 02

customized reporting Is now a standard expectation Most teams no longer use one-size-fits-all reports. Instead, they are creating tailored dashboards and summaries that fit the needs of different audiences—from executives to frontline staff—making it easier for everyone to understand and act on the data.

Internal capacity and consistency matter more than ever To make the most of their data, organizations are investing in the basics: clear definitions for key terms, such as those provided in the AHP Standards Manual; consistent reporting schedules; and, for larger teams, dedicated team members who can champion data use across departments.

Survey Findings at a Glance

5

A HP CO RE I N S I GHTS

Data Analytics Best Practices While many healthcare philanthropy teams are already leveraging data in meaningful ways, turning information into consistent impact requires intentional design, collaboration, and investment in people and tools. The following best practices offer a framework for moving from data use to data strategy—ensuring that insights lead to stronger decisions, clearer reporting, and measurable results.

Choose the Right Tools The right mix of platforms depends on your team’s skills, structure, and goals. While there’s no one-size-fits-all solution, organizations are most successful when they:

• Know wha t e ac h t ool is f or: Use your CRM to store and manage data, and use tools like Power BI or Tableau to turn that data into visuals and reports people can understand.

• Use tool s t h a t w or k w e ll t og e t h e r : Make sure your systems connect

easily so you can move data from one place to another without extra steps. If you need help connecting data sources, people on your IT team with expertise in databases and your organization’s data are a good place to start.

• Start wi th w h at you r t e am c an h an dle : Choose tools your team

is comfortable using. It’s better to begin simple and add more features over time as your team grows more confident.

Design for your Audience The most effective reports and dashboards are built around user needs—not just available data. Successful reporting starts with understanding the types of information each audience needs, and then delivering the right insights, in the right format, at the right time.

6

Data Analytics Best Practices

D A TA A N A LYTI CS

B e st P r a c t ic es for A u dien ce-Cent ered Desi gn

• Tailo r c ontent by rol e: Match the level of detail and focus to each audience.

• Clarity ov er compl exi ty: Use color and layout intentionally to draw attention to what matters most. Avoid visual clutter—less is often more.

• Engage your end users: Ask early and often: What’s helpful? What’s missing? How do you prefer to see this data?

Align Metrics with Audience Goals To make data truly useful, it needs to speak to the people using it. Every team—whether it’s leadership, the board, gift officers, or support staff—has different goals and ways they prefer to see information. By matching the right metrics with each audience’s needs, we can make sure everyone has the insights they need to do their best work and move our mission forward.

The metrics in Figure 1 on the next page represent a starting point for tailoring data to each audience— offering examples of what to track, how to present it, and why it matters.

Next: Common metrics by audience

A welldesigned dashboard isn’t one that looks impressive— it’s one that gets used consistently.

(Quick design tip: less is almost always more.)

Data Analytics Best Practices

7

A HP CO RE I N S I GHTS

Figure 1: Common Metrics by Audience Format Preference

Purpose

Sample Metrics

Leadership

Campaign and fundraising performance

Executive dashboards with year-overyear trends

Strategy, resource planning

Cost to raise a dollar, return on investment, % to goals, total dollars raised

Board members

Strategic outcomes, trends

Quarterly summaries

Governance, vision alignment

Giving by area/priority

Gift officers

Individual performance metrics

Dashboards with drilldowns to detailed reports

Engagement tracking

% to goals, prospect lists

Other staff

Annual giving and event lists, donor acknowledgements, digital journey data

Filterable dashboards, automated lists

Prcoess support, operational execution

Prospect or population lists, appeal performance

Audience

8

Data Needs

Data Analytics Best Practices

D A TA A N A LYTI CS

Building a Data Analytics Function A data-driven culture doesn’t happen all at once. It starts with small, intentional steps and grows over time through consistent use, leadership support, and teamwide collaboration. If you’re just beginning to explore data analytics in your shop, read on for step-by-step guidance to get started.

Readiness Toolkit: A Roadmap for Beginners For teams just beginning their data journey, knowing where to begin may feel challenging. But many successful programs started with a few simple steps—and a willingness to learn along the way.

STE P 1 OF 8

Connect with others.

Ask yourse lf

• Are we actively using AHP resources to make connections?

• What would we want to ask a peer who’s just a bit further along in building their data practice?

Next steps

• Use AHP’s Thrive Community member forum, AHP Prime member roundtables, and events to find peers in similar roles or shop types, and connect with them to hear what’s worked (and what hasn’t).

• Identify one approach or tool a peer uses that could work in your shop.

Building a Data Analytics Function

9

A HP CO RE I N S I GHTS

STE P 2 OF 8

Choose someone to manage and interpret data—either for mally or infor mally.

Ask yourse lf

• Can we designate or hire a data analyst (even part-time or shared across departments)?

• What technical skills would be most helpful for this role? (e.g., Excel, Power BI, SQL, data visualization)

• If we can’t afford to hire someone, is there someone on the team who either has or would be interested to build these skills?

Next steps

• Identify someone who can be your data “go-to,” even if they’re not in a formal analytics role.

• Consider internal training or external support to build technical confidence.

STEP 3 OF 8

Secure leadership buy-in.

Ask yourse lf

• Does leadership view data as essential to their work?

• Do leaders ask for data to guide decisions?

• Is there a shared understanding of how analytics supports fundraising goals?

Next steps

• Share how data helped solve a problem or saved time.

• Ask leaders what information would help them make better decisions.

10

Building a Data Analytics Function

D A TA A N A LYTI CS

Figure 2: Components of a Data Analytics Program

Data Analyst Leadership Support

Data Warehouse

Metrics and Definitions

CRM Database Connection BI Tools

STEP 4 OF 8

Understand the data sources you have and how they connect (or don’t).

Ask yo ursel f

• What CRM do we use?

• Do we have a data warehouse or a reliable place to store and access reports?

• What reporting/BI tools are available (Excel, Power BI, Tableau, etc.)?

Next s teps

• Document your current systems (CRM, spreadsheets, dashboards).

• Identify one priority integration or reporting pain point to improve.

Building a Data Analytics Function

11

A HP CO RE I N S I GHTS

STE P 5 OF 8

Know what data you’re allowed to use—and how to use it responsibly.

Ask yourse lf

• What data policies are in place at your organization for privacy and PHI? • Do we need approvals or IT support to access key data sets, such as patient data?

Next steps

• Learn how data can (and cannot) be used for fundraising. The AHP guide Fundraising Under HIPAA is a great place to start.

• Understand access requirements with IT, legal, or compliance.

• Establish guidelines for who can access what, and for what purpose.

STE P 6 OF 8

Define and calculate your core metrics.

Ask y ourse lf

• What KPIs are we tracking (or struggling to track)?

• Are definitions like “major gift,” “active prospect,” or “donor retention” agreed upon?

Next steps

• Create a shared document defining your top 5–10 metrics.

• Familiarize yourself with AHP’s reporting standards and metrics definitions.

• Align with leadership and fundraising staff to ensure clarity and trust.

12

Building a Data Analytics Function

D A TA A N A LYTI CS

ST E P 7 OF 8

Create dashboards and reports for key metrics.

As k yo ursel f

• Which audiences and processes would most benefit from a report or dashboard?

• What is the most effective way to visualize KPIs to encourage their use in decision making? Gap to goal? Year over year? Our performance compared to a benchmark?

Next steps

• Explore sample dashboards shared by AHP members.

• Start simple. Less is often more to avoid overwhelming users with too much information.

• Match the level of detail and focus of each dashboard or report to the audience that will use it. Executives and board members typically require less detail than major gift officers and event planners.

ST E P 8 O F 8

Embed data into your shop’s daily processes and operations.

As k yo ursel f

• How should we incorporate data reports and dashboards into meetings, strategy discussions, and planning sessions?

• Are staff comfortable asking questions about dashboards or reports?

Next steps

• Begin each team meeting with a simple data point or trend.

• Encourage staff to ask questions about the data they see—and how it’s used.

Building a Data Analytics Function

13

A HP CO RE I N S I GHTS

Supplemental Resources In this section, you’ll find a few additional resouces for building your analytics program: sample dashboards and a model data infrastructure design to help bring your vision to life.

Sample Dashboards Visit the Sample Dashboards resource library in the AHP Thrive Community for a collection of AHP member dashboards for reporting metrics to leadership, board members, gift officers, other foundation staff, and more. If you have a dashboard to add, feel free to drop it in the library.

Sample Data Architecture The diagram below, shared by Intermountain Health, illustrates a real-world data architecture model that integrates key systems and tools to support healthcare philanthropy data analytics.

Donor CRM

Automated Data Extracts

Digital Comms Platforms

Other Healthcare Data

Enterprise Data Warehouse

SQL Query Tool

(patient, provider, HR / employee, custom (goals), web analytics)

BI Server (role-based access)

BI Tools

(Tableau, Power BI)

Patient / Donor Predictive Model

14

S u pp l e m e n t a l R e s o u r c e s

Ad Hoc Lists

Standardized Reports

Customers

D A TA A N A LYTI CS

Standards Manual The free AHP Standards Manual outlines clear, consistent definitions for reporting, for performance tracking and comparisons to AHP benchmarks.

Fundraising Under HIPAA Guide The Fundraising Under HIPAA guide provides clear, practical guidance to help healthcare fundraising teams understand what is allowed under HIPAA regulations— supporting compliant, effective strategies for engaging grateful patients and donors.

Report on Giving The AHP Report on Giving is the definitive guide to benchmarking performance in healthcare philanthropy, offering trusted data and insights to help organizations measure success, identify opportunities, and drive strategic growth.

S u pp l e m e n t a l R e s o u r c e s

15