5 ways fundraising and marketing teams can better align to advance healthcare

Despite the high-stakes need for steady funding to sustain today’s healthcare institutions — or maybe because of it — many healthcare fundraisers and marketers still operate as if in opposing corners of a boxing ring. Their distinct teams, led by different leaders with seemingly disparate goals and strategies, often work in isolation with little day-to-day interaction. Yet, both share the same overarching mission: to support and advance the institution’s goals through funding, storytelling, and community connection.

As a marketing and communications professional who has worked closely with healthcare fundraisers in-house and as a consultant, I’ve personally experienced how these two functions can struggle to find common ground. A fundraiser once told me, only half-jokingly, “We bring in money; you spend it — you’re overhead!” My rejoinder about marketing’s measurable contributions to the bottom line was quickly dismissed — conversation over. Yet, I’ve seen firsthand the positive results that can occur when these two functions align and collaborate as true mission partners. From successful major gift proposals infused with the latest research findings to new fundraising opportunities revealed through patient success stories, working together pays off, sometimes handsomely.

Finding common ground: Lessons from higher education

In many higher education institutions, including academic healthcare settings, the “university advancement” model combines fundraising, marketing, and alumni relations under one organizational umbrella. This model fosters collaboration, aligning stakeholders toward a shared goal: securing funding and advancing the institution’s mission. For healthcare organizations, adopting similar strategies could significantly enhance fundraising and marketing effectiveness, creating a more streamlined approach to donor engagement, patient advocacy, and community involvement.

There are clear parallels between healthcare institutions and universities. Both rely heavily on marketing and fundraising to meet financial goals and keep their operations thriving. They also share similar stakeholders. For instance, in addition to donors, the general community, and various specialized stakeholders, healthcare patients can be viewed as “alumni” and clinicians as “faculty.” Indeed, in academic healthcare settings, clinicians frequently wear both hats.

Of course, there are differences. Unlike universities, healthcare institutions must focus on delivering care when lives can hang in the balance, all while handling insurance reimbursement complexities, regulatory compliance including patient privacy issues, and elusive patient satisfaction. As a result, their strategies for advancing marketing and reputation need to be more directly tied to care outcomes and community health. Even within the “advancement” model at universities, the marriage between fundraising and marketing isn’t always perfect, but the unified approach fosters an environment where the entire team operates with a greater sense of shared vision, driving more focused and impactful results.  

Contrast this with many healthcare environments, where fundraisers and marketers may learn what each other is doing on the fly or through their respective newsletters, websites, and social feeds. I’ve seen instances when incongruent fundraising and marketing campaigns have overlapped, creating confusion, at a minimum, among the audience receiving both. Such missteps are a wake-up call: When these teams fail to align, the institution’s reputation, donor retention, and ultimately, financial success, can suffer. 

With fundraising industry trends showing a continued decline in overall donors and retention rates and outdated communications and engagement strategies identified as a key culprit, the need for better fundraising and marketing alignment is critical — and time-sensitive.

Bridging the divide in healthcare

Building partnerships between fundraisers and marketers in healthcare starts with acknowledging both the shared mission and complementary strengths each team brings to the table. Broadly speaking, marketers excel at targeting audiences, storytelling, and running campaigns with measurable results, while fundraisers build relationships, secure contributions, and steward lasting partnerships. Together, these skills can drive more impactful campaigns — both fundraising and marketing — deepen donor engagement, improve results, and better advance the institution’s mission.

5 ways to strengthen collaboration

If you’re a fundraiser looking to build a stronger partnership with your marketing counterparts, here are five strategies to consider:

1. Align priorities early and often

Hold joint planning sessions at the start of each campaign or fiscal year to align on institutional goals, plans, messaging, and other pertinent issues. If possible, establish clear, measurable outcomes for both fundraising and marketing teams, ensuring everyone is working toward the same impact.

2. Break the ice and build rapport

Encourage informal opportunities for both teams to connect either within or beyond the office. For example, host a quarterly collaborative meeting or lunch where fundraisers and marketers can share success stories, challenges, and plan updates. This helps build trust and mutual respect, fostering a spirit of teamwork.

3. Focus on mutual benefits

Fundraisers and marketers can create joint campaigns that not only engage donors but also attract new supporters through compelling storytelling. By leveraging donor insights, marketing teams can target potential contributors more effectively, while fundraisers provide marketers with case studies and testimonials that humanize the institution’s mission.

4. Respect each other’s time

Both teams juggle tight deadlines and significant responsibilities. Be proactive in setting timelines and expectations for joint projects. Use collaboration tools like shared project management systems to streamline communication and ensure everyone stays on track.

5. Celebrate successes together

When a fundraising campaign hits its target, or a marketing effort drives engagement, take time to publicly acknowledge the contributions of both teams. This could be a simple email, a shout-out in a staff meeting, or a celebratory team gathering — it reinforces the value of teamwork and the collective effort.

Toward a unified mission of care and community impact

In healthcare, every minute counts when it comes to improving patient outcomes and advancing the institution’s mission. Fundraisers and marketers can no longer afford to work in silos. By aligning their efforts, sharing goals, and collaborating on shared strategies, these teams can amplify their collective impact.

Inspired by the unified advancement model in higher education, healthcare organizations can benefit from further aligning fundraising, marketing, and communications — whether formally under a combined organizational umbrella or strategically within their current structure. Either approach fosters stronger relationships with donors and patients — who, like alumni, can become lifelong advocates — and enhances the institution’s ties to the community. Though healthcare’s unique challenges require tailored strategies, alignment and collaboration remain key.

The time to break down barriers, strengthen partnerships, and unite behind a common mission is now. By aligning our strategies and efforts, we can not only secure critical funds but also advance care and community health — shaping the future of our healthcare organizations and the communities they serve. It’s time to step out of our corners, stop boxing and work together.

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Scott Nelson

Scott Nelson is an Aliso Viejo, California based strategic communications and philanthropy consultant with extensive experience in health care, higher education, nonprofits, and a range of other industries.