Gemma
12 Sept 2025
What makes stewardship of hospital donors so powerful?
Hospital charities have something that most big-name charities envy — and many don’t even realise it. We have easy access to our beneficiaries (the hospital), and warm prospects (grateful patients and families). That means we can offer donors something truly special: a peek behind the curtain. And when it comes to stewardship, that’s your secret ingredient.
Why Stewardship Matters — Especially in NHS Charities
Good stewardship isn’t just about being polite. It’s smart fundraising:
It’s cheaper and more profitable to retain donors than recruit new ones.
It builds trust, loyalty, and repeat giving.
It turns supporters into advocates and fundraisers.
But in NHS hospitals, stewardship can be extraordinary — because we can show donors the real impact of their support in ways no other charity can.
What Makes NHS Stewardship So Powerful?
Over the last 14 years, I’ve hosted events that surprised and delighted donors — not with fancy dinners, but with authentic, hands-on experiences that connect them directly to the work they’re funding.
Here are just a few examples:
Surgical robot demo — donors stacked sugar cubes using robotic arms!
Blood pressure research session — donors saw their carotid artery on ultrasound.
Basement archive tour — old uniforms, prosthetics, and 1950s patient records.
Maxillofacial lab visit — seeing prosthetic noses, fingers, and eye sockets being made.
3D printing lab — funded by a donor, used to plan reconstructive surgeries.
Radiotherapy and MRI tours — donors saw scans and learned how they’re analysed.
NICU mock-up — understanding early brain development research.
Hospital art collection tour — with the Head of Art.
Behind-the-scenes hospital tours — including the basement labyrinth.
Small group visits to Children’s Wards — deeply moving and memorable.
These events aren’t just fun — they’re transformational. Donors leave feeling inspired, valued, and connected. And they often give again.
The Takeaway
Your hospital is full of stories, people, and places that donors would love to see. Don’t fall into the trap of lecturing donors — show them. Let them meet the people they’re helping. Let them see the machines, the research, the care.
That’s your secret ingredient — and it’s what makes NHS hospital charities truly special.
Would you like help designing a stewardship event, donor journey, or staff briefing to get started? I’d love to support you.