The bigger, the better

The meek may inherit the earth, but they should probably stay away from a career in hospital philanthropy. As gift giving becomes a more critical financial component for nonprofit healthcare providers, hospitals are realizing they must shed the cap-in-hand approach and think big. Hospitals should not only aggressively court donors, but present potential benefactors with visionary, life-changing projects, capture their imagination, and then ask them to pay for it, says William C. McGinly, president and CEO of the Association for Healthcare Philanthropy (AHP).

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