Philanthropic support has been changing with a greater emphasis on engaging with living donors. Unlike other causes where donors can become involved and see the benefits of their support, medical researchers can find this a challenge.
It can be difficult, impractical or impossible for donors to “don the greens” and go into theatre, put on a white lab coat and understand what is seen down a microscope or to observe the different machines that go ‘ping’ and appreciate the numbers, charts and images that are produced.
Understandably, people do more of what they enjoy. A challenge for medical researchers is to help donors enjoy their giving.
Good communication and engagement can help donors align their expectations, understand and enjoy their support for medical research. Talking about the questions, their importance and then the outcomes in lay terms from research studies along a translational pathway can create opportunities to engage.
Donors to medical research projects generally understand the longer term benefits research hopes to deliver and that there are many steps and hurdles to delivering these benefits. They also know it isn’t easy, because if it was, the problem would already be solved.
Medical researchers and their institutions have an opportunity to embrace opportunities to communicate with donors, foundations and grant makers.
Do you proactively communicate with your grant makers to share your excitement and enthusiasm when a ‘eureka moment’ occurs, explaining why it is new and important.?
Do you only communicate as part of the acquittal process and will the information you provide help a donor understand how they may be making a difference.
Acquittals are not just about compliance they have a role in communicating important aspects of research and its impact to support sustainable giving practices, to engage with donors and help them get excited about their contribution.