Gemma
1 Oct 2025
Grateful Patient Fundraising is one of the most powerful — and underused — tools available to NHS charities
Grateful Patient Fundraising is one of the most powerful — and underused — tools available to NHS charities. It’s not just about raising money; it’s about giving patients and families a meaningful way to say thank you.
If you’re wondering how to start, especially with limited resources or buy-in, here’s a realistic, step-by-step plan designed for NHS hospital settings.
1. Build a Strong Business Case — and Get Trustee Buy-In
Start with a clear, compelling case for why this programme matters. Focus on patient impact, potential income, and alignment with your charity’s mission. Trustees need to understand this isn’t about “asking sick people for money” — it’s about offering a way to express gratitude.
2. Secure Support from Hospital Leadership
Take your Chair or a senior Trustee to meet with the hospital CEO or Chair. Their endorsement is crucial. Frame it as a partnership that enhances patient experience and supports frontline care.
3. Pilot in One Department — Choose Carefully
Pick a department with strong leadership, good patient outcomes, and a culture open to innovation. You want champions, not blockers. A successful pilot builds momentum for wider rollout.
4. Allocate Your Best Fundraiser — or Your Own Time
If you’re a small team, this might be you. Choose someone who’s confident, empathetic, and great at building relationships. This is frontline fundraising — it needs warmth and resilience.
5. Define Success and Benchmark Your Starting Point
Decide what success looks like: number of referrals, donations received, staff engagement, donor feedback. Capture your baseline so you can measure progress and learn what works.
6. Brief and Educate All Staff in the Pilot Department
Hold short, engaging sessions with clinical and admin staff. Address concerns head-on: patient confidentiality, emotional sensitivity, time pressures. Bring a grateful patient to speak — it’s powerful. Your goal is to win hearts and minds, not just tick boxes.
7. Create Materials and a Referral Process That Works for Your Hospital
Decide how you’ll capture interest: donation envelopes, contactless giving, ward introductions, phone referrals. Keep it simple and flexible. Make sure staff know exactly what to do if a patient expresses interest.
8. Be Highly Visible and Embedded in the Department
Know the team, the patients, the stories. Be the person who can say, “Here’s how much we’ve raised, and here’s how it’s helping.” Visibility builds trust — and referrals.
9. Learn What Works in Your Hospital
Every NHS hospital is different. You might have multiple sites, no A&E, or a rural setting. Your Grateful Patient Programmeneeds to reflect your reality. Use the pilot to learn, adapt, and plan for scale.
10. Get Advice From Someone Who’s Done It Before
Don’t reinvent the wheel. Speak to fundraisers who’ve run successful programmes — and made mistakes you can avoid. Peer learning is gold in NHS fundraising.
Final Thought
Grateful Patient Fundraising isn’t about pressure — it’s about connection. Patients often want to give back. Your job is to make it easy, meaningful, and respectful.
Would you like help drafting your business case, designing your pilot, or briefing your hospital team? I’d love to support you.