The Biggest Lessons I’ve Learned Developing Grateful Patient Programmes

Since 2017, I’ve been testing, refining, and sometimes failing at building Grateful Patient Programmes in a major NHS hospital. If you’re thinking about launching one — or struggling to get traction — here are the top five lessons I’ve learned (so you don’t have to make the same mistakes).

1. Get the Right Endorsements — From the Right People

You won’t get far unless both your Trustees and your Hospital Thought Leaders are on board.

• Trustees need to champion the programme to the hospital board — this isn’t a side project, it’s a strategic shift.

• Hospital leaders need to trust the charity — and that trust often comes from respected internal figures, not just job titles. Think Matrons, Consultants, or Ops Directors who staff naturally gravitate toward.

“I don’t trust the charity to spend “my” funds.”

“I don’t have time”

“Patients won’t like this.”

“The NHS should be free”

These are real concerns — and endorsements from trusted voices help overcome them.

2. Relationships Are Everything — Hire the Right Fundraisers

Your team needs more than fundraising skills. They need:

• Emotional intelligence

• Confidence to say “no” when needed

• A quasi-major donor mindset

• The ability to build rapport with hospital staff and represent the charity professionally

Where programmes struggle, it’s because fundraisers were kind and enthusiastic — but couldn’t handle pushback or navigate hospital politics.

Your fundraisers need to build trust and educate gently — not sell.

3. Grateful Patient Programmes Are the Best Way to Grow Unrestricted Income — But It’s a Journey

Unrestricted income is vital, but hard to fundraise for without a clear proposition. Grateful Patient Programmes allow you to start with gratitude gifts to specific departments, then upgrade donors to support wider hospital needs.

My policy was:➡️ First gift = restricted to the department➡️ Second ask = unrestricted, once impact is proven and stewardship had worked well.

4. Grateful Patient Programmes Are the Easiest Way to Grow Your Donor Database

Cold acquisition is expensive and inefficient. Grateful Patient Programmes offer warm acquisition — patients already have an emotional connection.

• Lower cost per acquisition

• Higher loyalty

• Easier stewardship

We doubled our database thanks to our Grateful Patient Programme. If you’re a small charity, this should be your second strategic priority (after building internal support).

5. Community and Individual Giving Will Grow First — Major Gifts Take Time

I was convinced we’d uncover hidden major donors immediately. And yes, I had:

• First-time £10,000 gifts

• A seven-figure grateful patient referral

But the real growth came from:

• Cash gifts

• Direct debits

• Community fundraising

Focus on volume first. Major gifts will come — but only if you build trust with clinicians over time.

Your job is to listen, support, and show how giving can be part of healing — for patients and staff alike.

Final Thought

“I enjoyed working with Gemma because she looked after my patients in the way I wanted them to be looked after.”— Mr S, Prostate Surgeon

That’s the heart of a successful Grateful Patient Programme. It’s not just about fundraising — it’s about honouring gratitude, building trust, and creating a culture where giving feels natural, not transactional.

Would you like help designing your Grateful Patient Programme strategy, building internal buy-in, or recruiting the right team? I’d love to support you.