Gemma
15 Aug 2025
It's definitely worth it!
In 2011, I piloted my first past patient mailing — long before GDPR became the acronym that stops so many NHS charities and hospitals in their tracks.
Today, I’m often asked:
“How did you do it? How did you get permission to mail past patients?”
The truth is, it wasn’t easy. And even back then, health data was considered sensitive and tightly protected. Our charity was independent of the Foundation Trust, which added another layer of complexity.
How We Made It Happen
We worked closely with the hospital to create a formal Terms of Reference agreement. It covered:
✅ Up to 4 mailings per year
✅ Clear inclusion/exclusion criteria (e.g. recency, department-specific, no inpatients)
✅ Defined roles and responsibilities
✅ A strict 24-hour data pull window
✅ Honorary contracts for charity staff
✅ Hire-purchase of an in-house mailing fulfilment printer
It took over six months to get the first letter signed off. Every word was scrutinised. The hospital insisted:
No fundraising ask
Clear statement that the charity had no access to patient data
A neutral tone — no emotion
The signatory had to be the Director of Patient Experience (not a clinician, as we’d hoped)
We braced ourselves for complaints. We briefed PALS, reception teams, Trustees — everyone.
And Then… The Surprise
Not a single complaint.
Instead, we saw results that stunned us:
Response rate: 3.8% (vs industry standard <0.5% for cold mailings)
420 new supporters added to our database
£21,229 raised — with no ask included
Average gift: £84
Why This Matters Today
Yes, GDPR has changed the landscape. But the core challenge remains the same: navigating hospital culture and data governance to create ethical, effective patient communications.
And it’s worth it.
Patients want to give back. They want to say thank you. And when you make it easy — and respectful — they respond.
Final Thought
Our first patient mailing was one of the most complex projects I’ve ever worked on. But it was also one of the most rewarding. If you’re considering a patient mailing programme, don’t let the fear of complaints or data barriers stop you.
Would you like help drafting your Terms of Reference, designing a compliant mailing strategy, or building internal hospital support? I’d love to support you.