"They are not just throwing money around," he says. "They are carefully planning where to invest. They are spending more, but they are targeting those dollars."
McGinly says successful hospitals are also putting an emphasis on major gift donors and are using metrics to determine how to allocate their resources.
"The high performance group is using metrics and doing an analysis of those metrics in a big way. They are doing a bang up job of this in the area of major gifts," he says, noting the example of one organization that identified a need to go after major gifts between $100,000 and $10 million. "They used metrics to show they were not getting as many smaller-sized major gifts, and they put a greater emphasis on that."
McGinly acknowledges that small organizations may not be able to spend $2 million per year on fundraising efforts and says that high performers tend to be in urban areas where there is a greater diversity in the population and in the care the hospital or health system provides. He says, however, that small organizations in rural settings can still be effective fundraisers.