Gemma
If you’re not running past patient mailings as part of your fundraising strategy, I urge you to reconsider. These mailings are one of the most effective acquisition tools available to NHS charities — and they’re often underused due to fear, complexity, or misunderstanding.
Here are five lessons I’ve learned that might surprise you — and help you unlock their potential.
1. You don’t need an Ask to raise money
Mailings should always focus on engagement and opt-in. In my experience, mailings consistently raise income - all without asking for a penny.
2. Generic mailings work — But department-specific mailings work better
While it's tempting to run broad mailings e.g. to all patients seen in the last 3 months, department-specific, personal mailings tend to raise double the income.
The more personal and relevant the mailing, the stronger the response.
3. Clinician involvement supercharges results
The highest response rate I've seen was 17% from a mailing sent to just 150 patients. The clinician wrote the letter personally. It showed how powerful clinician-led communications can be.
4. Patients want to hear from their Clinician
One of the most consistent themes I've seen is that patients respond best when the message comes from someone they know — especially a clinician who cared for them.
Patients often say:
“I’d love to help Dr X — he changed my life.”
“If I’d known the department needed support, I would have given sooner.”
“If my doctor or nurse wrote to me, and it felt personal, I would be delighted to help.”
When clinicians share updates, gratitude, or future plans, patients feel personally connected and empowered to help.
Patients want to support the people and departments that made a difference in their lives — and they appreciate being invited to do so.
5. Patient mailings are a brilliant way to launch appeals
Whenever I start a new appeal, I begin with a patient recruitment mailing. Then I follow up with responders:
Share impact in “their” department
Invite them to an event with “their” clinician
Build a relationship from the first touchpoint
Mailings aren’t just about income — they’re about building long-term donor journeys.
6. Hospital support is crucial - and achievable
The key is working closely with the right stakeholders. They view mailings as enhancing their work, not competing with it. If your hospital is hesitant, start by building relationships. Share case studies from other NHS charities. Ask what their concerns are. NHS culture is risk-averse - but it’s also peer-aware. Show them what’s possible.
Final Thought
Past patient mailings are just one slice of a successful Grateful Patient Programme. The real magic happens after the mailing - when you connect donors with clinicians, build stewardship journeys, and grow a culture of philanthropy across your hospital.
Would you like help designing a compliant patient mailing strategy, building hospital support, or integrating mailings into a wider fundraising programme?
Photo credit: Image by Freepik front-view-female-researcher-with-test-tubes