Building Stronger Fundraising Strategies with Data
Practical advice to establish and scale a healthcare philanthropy data analytics program
May 2025
Introduction
Data plays an increasingly central role in healthcare fundraising - as philanthropy teams face increasing pressure to do more with less, strong data practices are helping organizations make smarter decisions, strengthen donor relationships, and improve performance outcomes. This Core Insights report draws from a survey of 85 healthcare philanthropy professionals
and a discussion from an AHP webinar to demonstrate how data is shaping the industry.
We explore how foundations are using data to drive decision-making, design tailored reporting, and track key performance metrics. Whether you’re just starting your data journey or scaling a mature analytics
program, this report offers a roadmap for how healthcare foundations can integrate analytics into their daily work and longterm planning.
t opics include:
•
• Audience-specific reporting,
• Common tools and platforms,
• Key fundraising metrics,
• Dashboard and visualization best practices, and
• Building a data-driven culture.
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.
organizations surveyed About how they use data analytics to improve fundraising outcomes
R TING PR A CTICES
Executive dashboards focused on campaign and performance metrics
Board members
Quarterly summaries emphasizing strategic impact gift officers
Detailed reports on moves and donor activity
other staff Filterable dashboards and automated lists supporting operations
Provide reports regularly tailor reports by audience leadership
most organizations use multiple platforms, combining crm systems with data visualization tools.
REPO R TING PR A CTICES
A UDIENCES
leadership
Executive dashboards focused on campaign and performance metrics
TOOLS USED
Board members
Quarterly summaries emphasizing strategic impact
gift officers
Raiser’s Edge
Detailed reports on moves and donor activity
other staff
Filterable dashboards and automated lists supporting operations
SURVEY THEMES
SU R VEY THEMES
most organizations use multiple platforms, combining crm systems with data visualization tools.
Provide reports regularly tailor reports by audience
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.
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 what each tool is for: 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.
• u se tools that work well together: 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.
• s tart with what your team can handle: 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.
Best Practices for Audience-Centered Design
• t ailor content by role: Match the level of detail and focus to each audience.
• c larity over complexity: Use color and layout intentionally to draw attention to what matters most. Avoid visual clutter—less is often more.
• e ngage 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.)
Figure 1: Common Metrics by Audience
Audience Data Needs
l eadership
Campaign and fundraising performance
Board members Strategic outcomes, trends
Format Preference
Executive dashboards with year-overyear trends
Quarterly summaries
Purpose
Strategy, resource planning
Sample Metrics
Cost to raise a dollar, return on investment, % to goals, total dollars raised
Governance, vision alignment
Giving by area/priority
g ift officers
o ther staff
Individual performance metrics
Annual giving and event lists, donor acknowledgements, digital journey data
Dashboards with drilldowns to detailed reports
Filterable dashboards, automated lists
Engagement tracking
% to goals, prospect lists
Prcoess support, operational execution
Prospect or population lists, appeal performance
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.
STEP 1 OF 8
Connect with others.
a sk yourself
• 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?
n ext 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.
STEP 2 OF 8
Choose someone to manage and interpret data—either formally or informally.
a sk yourself
• 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?
n ext 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.
a sk yourself
• 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?
n ext steps
• Share how data helped solve a problem or saved time.
• Ask leaders what information would help them make better decisions.
Figure 2: Components of a Data Analytics Program
Leadership Support
STEP 4 OF 8
Understand the data sources you have and how they connect (or don’t).
a sk yourself
• 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.)?
n ext steps
• Document your current systems (CRM, spreadsheets, dashboards).
• Identify one priority integration or reporting pain point to improve.
STEP 5 OF 8
Know what data you’re allowed to use—and how to use it responsibly.
a sk yourself
• 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?
n ext 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.
STEP 6 OF 8
Define and calculate your core metrics.
a sk yourself
• What KPIs are we tracking (or struggling to track)?
• Are definitions like “major gift,” “active prospect,” or “donor retention” agreed upon?
n ext 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.
STEP 7 OF 8
Create dashboards and reports for key metrics.
a sk yourself
• 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?
n ext 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.
STEP 8 OF 8
Embed data into your shop’s daily processes and operations.
a sk yourself
• How should we incorporate data reports and dashboards into meetings, strategy discussions, and planning sessions?
• Are staff comfortable asking questions about dashboards or reports?
n ext 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.
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.
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.