Overview

What happens when a leading academic medical institution realizes that its data-driven approach to fundraising is missing a crucial element? For Emory University’s School of Medicine, the answer lay in returning to the fundamentals of human relationships while maintaining the advantages of modern analytics.


The Situation

After nearly three decades of evolution in healthcare fundraising, Emory University found itself heavily reliant on data analytics, AI, and wealth screening to identify potential donors. While these tools were valuable, Susan House, Managing Senior Director of Development, noticed a concerning trend: the institution was losing touch with one of its most valuable assets – the relationships between faculty physicians and grateful patients. The traditional approach of building strong connections with medical faculty, who often received direct expressions of gratitude from patients, had been overshadowed by the push toward data-driven decisions.

It is most often the faculty member that the patient expresses gratitude to as their care provider, so I really kept thinking how we were missing out on those referrals from our faculty because we were no longer concentrating on building those relationships.”

Susan House, Managing Senior Director of Development, Emory Health

The Success

Within months of implementation, Emory saw a significant cultural shift in how faculty viewed development efforts. Physicians who had previously been reluctant to engage with the development office expressed newfound interest in the program, appreciating its more relationship-centered approach. The Beyond Gratitude framework helped faculty understand that their role wasn’t about asking for money but about fostering genuine connections that could lead to various forms of support – from philanthropic gifts to community advocacy and volunteering.

The program’s success has led Emory to plan for its expansion over the next several years, with leadership fully committed to supporting its growth. By creating a dedicated coaching position and implementing a sustainable training model, Emory has positioned itself to continue building these crucial faculty-development partnerships well into the future.

Most importantly, the program has helped restore balance to Emory’s fundraising approach, creating a powerful combination of data-driven insights and authentic human connections – proving that in healthcare philanthropy, the most compelling stories often begin with gratitude.