Healthcare Philanthropy Hobbled by Recession in 2009

Interestingly, the survey found that physicians and hospital employees donated more money more frequently. Gifts from physicians and physician groups averaged $5,000, up $3,000 from 2008.

Major gifts of at least $10,000 from individuals, corporations and foundations accounted for 55% of all revenue raised by institutions in the benchmarking sample, which was 7% more than in 2008. Annual giving's portion of total revenues was unchanged at 15%, however, costs associated with annual giving efforts soaked up 27% of all fundraising expenses in 2009, compared with 19% in 2008. 

Planned giving fell 2% as a portion of 2009's total giving, however, the average planned gift size increased to more than $140,000, up from about $100,000 in the 2008 survey.

"The constant message that shines through the data is that organizations that best survived last year's worsening economy were those who persevered by keeping sufficient staff and resources to maintain well-rounded philanthropic opportunities and programs," McGinly said.