Gemma
1 Aug 2025
The most effective mass acquisition tool in a hospital
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.
Over the past 13 years, I’ve overseen more than 50 patient mailings. 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
Our mailings never included a direct ask. That was a golden rule to get hospital approval — and now, under GDPR, it’s essential to pass the legitimate interest test.
Despite this, our mailings consistently raised income - all without asking for a penny.
Lesson: Information-led mailings can still inspire giving — especially when they’re authentic and well-timed.
2. Generic Mailings Work — But Department-Specific Mailings Work Better
Early mailings were broad: “patients seen in the last 3 months,” with no segmentation. Later, we introduced department-specific mailings. These were more complex to execute — requiring more hospital collaboration — but they raised double the income.
Lesson: The more personal and relevant the mailing, the stronger the response.
3. Clinician Involvement Supercharges Results
Our highest response rate — 16.7% — came from a mailing sent to just 150 patients. The clinician wrote the letter personally. It showed how powerful clinician-led communications can be.
Clinicians who get involved often become enthusiastic champions of fundraising. They love seeing the results and feeling part of the impact.
Lesson: Involve clinicians early — they bring credibility, authenticity, and energy.
4. Patients Want to Hear From Their Clinician — And Know How to Help
One of the most consistent themes we’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.
Lesson: 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
Lesson: Mailings aren’t just about income — they’re about building long-term donor journeys.
6. Hospital Support Is Crucial — And Achievable
Our hospital remained supportive of patient mailings because they saw the results. 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.
Lesson: Patient mailings succeed when they’re built on trust, collaboration, and shared goals.
Final Thought
Past patient mailings are just one slice of a successful Grateful Patient Fundraising 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? I’d love to support you.
Photo credit: Image by Freepik front-view-female-researcher-with-test-tubes