If you’ve ever worried about how you’ll cover the cost of care, or you’ve worked at a hospital or nonprofit trying to raise funds to support that care, you’re not alone.
Medical bills can pile up fast. And at the same time, healthcare providers are under pressure to do more with less. That’s where healthcare fundraising and patient financial assistance come in.
This guide is for two kinds of people:
- The people who are struggling with medical expenses and looking for real, practical help
- And the teams behind the scenes trying to build stronger fundraising programs to serve those patients better
Whether you're here to figure out how to apply for help with a hospital bill or how to start a donor program at your clinic, we’ve got you. We’ve been there. And we’ve learned a lot about what works, and what doesn't, when it comes to raising money and getting support into the right hands.
Harness partners with healthcare institutions and nonprofits to simplify fundraising campaigns and improve patient engagement.
Understanding healthcare fundraising today
What is healthcare fundraising?
Healthcare fundraising is how hospitals, clinics, and health-focused nonprofits raise money to support their mission. That could mean buying new equipment, helping patients who can’t afford care, or building a new wing in the hospital. At its heart, healthcare fundraising is about connecting people who care with people who need care.
It’s not just about big checks from big donors (though that helps). It’s also about the smaller gifts, monthly donations, community events, text-to-give campaigns, that come together to make a real difference. And when it's done right, fundraising becomes more than a task. It becomes a way to build lasting relationships, share impact, and grow a stronger, healthier community.
Why healthcare philanthropy matters more than ever
Costs are rising. Staff are stretched thin. And more and more patients are walking through the door without the ability to pay. At the same time, donors want to give, but they want to give to something that feels personal, local, and proven to work.
That’s why strong healthcare fundraising programs matter so much right now. They fill the gaps. They support the mission. And they help providers focus on what they do best: caring for people.
Who qualifies for financial assistance for medical bills?
Overview of financial assistance programs
Most people don’t realize that there’s help out there when medical bills become overwhelming. Hospitals, government programs, and nonprofit groups all offer financial assistance in different ways. These programs are designed to reduce or even erase what you owe if you meet certain requirements.
You might see names like charity care, patient assistance, or medical financial aid. While the titles vary, the goal is the same: to make sure people get the care they need, without getting buried in debt.
Eligibility requirements you need to know
Each program has its own rules, but most look at a few common things:
- Your income (how much money your household brings in)
- Your insurance status (if you’re uninsured or underinsured)
- Your family size
- Where you live or where you got care
For example, a hospital may offer full charity care if your income is under 200% of the federal poverty line. Others may reduce your bill based on a sliding scale. Even if you have insurance, you might still qualify for help with what’s left over, like high deductibles or uncovered services.
The bottom line? It’s always worth asking. Many people miss out on help just because they didn’t know they qualified.
Common medical bills covered by financial aid
These programs don’t just cover emergencies. In many cases, financial aid can apply to:
- Surgeries
- Lab tests and scans
- Prescription drugs
- Maternity care
- Chronic disease management
- Hospital stays
- Mental health services
Every program is a little different, but the best way to know what’s covered is to talk directly with the hospital’s billing office or financial aid department.
Building an effective healthcare fundraising strategy
Start with clear fundraising program goals
Before you plan your next event or send your next donor email, take a step back. Ask yourself: What are we really trying to achieve? Are you looking to raise emergency funds? Start a long-term giving program? Launch a new service line or help patients cover out-of-pocket costs?
Getting specific with your goals helps shape everything else, your message, your budget, your timeline, and your team’s focus. Clear goals also make it easier to show donors the impact of their support, which builds trust and keeps them coming back.
Create donor segments through prospect research
Every donor is different, and they should be treated that way. That’s where prospect research comes in. It helps you identify potential supporters who are most likely to give, and then group them based on what they care about, how they like to give, and how much they’re able to contribute.
Start with what you already have: patient records, past donors, community contacts. Look at patterns. Maybe former patients give more after a great care experience, or maybe local business owners are strong supporters of pediatric programs. Use that data to build smart donor segments and tailor your outreach.
Align campaigns with your mission and brand
People give when they feel a connection. That’s why it’s important to make sure every fundraising campaign clearly reflects your mission and values. When someone reads your email, visits your donation page, or comes to your event, they should instantly understand who you are and why your work matters.
Keep your message consistent. Share real stories from patients or families. Highlight outcomes, not just needs. And don’t forget to talk about the why, because that’s what turns a donation into a relationship.
Launching and scaling your fundraising campaigns
How to run high-performing fundraising campaigns
The best fundraising campaigns aren’t built overnight, but they also don’t have to be complicated. Start with a strong story, a clear goal, and a simple way to give. Then make it easy for people to share.
You don’t need a huge team to make an impact. A well-timed email, a short video, or a local event can go a long way when it speaks directly to your audience. Focus on what your donors care about, whether it’s helping kids at a children’s hospital, funding cancer research, or covering bills for families in crisis.
Most important: track what’s working and what’s not. Every campaign teaches you something.
How grateful patient programs boost giving
Grateful patient programs are exactly what they sound like, fundraising efforts built around people who’ve had a positive experience with your care. When patients or their families feel deeply cared for, they often want to give back.
But these programs only work when they’re personal and respectful. That means being thoughtful about when and how you reach out. Timing matters. So does language. The key is to approach these conversations with warmth, not pressure.
When done right, these programs build some of the most loyal, long-term donors in healthcare.
Using technology to maximize reach and ROI
You don’t need to guess anymore. With the right tools, you can automate your outreach, personalize your messages, and see exactly what’s driving donations.
Whether you’re using email, text, or social ads, good fundraising software helps you work smarter, not harder. It also gives your team more time to focus on what really matters: connecting with donors and growing the mission.
And if your current system makes your head spin? It might be time for something that works with you, not against you.
Unlocking additional funding with corporate and foundation support
Matching gift programs and workplace giving
Lots of donors don’t even realize their employers will match their gift, sometimes doubling or even tripling the impact. That’s why including a simple message like “Check if your employer matches donations” on your donation form can make a big difference.
Some companies also offer workplace giving programs where employees can give straight from their paycheck. These are easy, steady streams of support, and often come with extra benefits like employer promotions or recognition.
If you’re not talking about these options in your emails or events, you’re leaving money on the table.
Partnering with local foundations and sponsors
Foundations and corporate sponsors want to make a difference too, but they need to see how your work aligns with their goals. That starts with building relationships and showing real impact.
Start small. Invite them to a tour, a conversation, or a community event. Once they see the heart behind your work, it’s easier to have conversations about support.
When you’re ready to apply for grants, keep it simple. Be clear about what you need, how the funds will be used, and what results they can expect. Focus on outcomes, not just activities.
And don’t forget to follow up, foundation support is often the start of a long-term partnership.
How to support patients through financial aid services
Developing a hospital-based financial aid office
If you want to help patients manage medical bills, you need a team that knows how to walk them through the process. A financial aid office, whether it’s one person or a small group, can be the bridge between confusion and clarity.
This team doesn’t need to be big, but it does need to be accessible. They’re the ones helping patients fill out forms, check for eligibility requirements, and understand what programs might apply. Some hospitals call this department “patient financial services” or “billing support.” Whatever you call it, make sure people know it exists, and how to find it.
Proactive outreach to at-risk patients
Waiting for someone to ask for help doesn’t always work. Many patients don’t know they can ask, or they’re too overwhelmed to try. That’s why proactive outreach matters.
Train your intake team or front desk to spot signs early. Is someone uninsured? Is their deductible unusually high? Are they asking questions about payment before they’ve even been seen?
The sooner you connect them with your financial aid team, the better their chances of getting help, and avoiding medical debt down the road.
Creating content that educates patients
When patients understand their options, they make better decisions. That’s where good content comes in.
Think simple, clear, and visual. Flowcharts that explain “who qualifies,” printable checklists for documents, or short handouts in multiple languages all go a long way. Some hospitals even include short videos or FAQs on their websites to explain how charity care works.
Don’t assume patients will ask. Show them the path before they’re even looking for it.
Measuring success and improving your fundraising program
Key healthcare fundraising KPIs to track
If you’re not measuring it, you can’t improve it. That’s why healthcare fundraising programs need simple, focused metrics, no need to overcomplicate.
Start with these basics:
- Cost per dollar raised – Are you spending too much to bring in donations?
- Donor retention rate – Are people giving again, or just once and gone?
- Average gift size – Are you attracting major gift donors or mostly small donations?
- Recurring donations – Are people choosing to give monthly? That’s gold.
You don’t need to track everything. Just start somewhere and check in often.
How to run tests and optimize your approach
Don’t be afraid to try new things. Change your subject lines. Try a new image. Shorten that text-to-give message. Fundraising is full of little experiments, and the best teams aren’t afraid to test what works.
You don’t need fancy tools. Just compare results. What raised more? What got more clicks? Then build on what’s working.
Planning for long-term growth and sustainability
One good campaign won’t carry you forever. That’s why the best fundraising programs look ahead.
Think about how you’ll build relationships year over year. What kind of updates are you sending donors? Are you thanking them the right way? Are your staff and board involved in the mission, not just the numbers?
Most of all, make sure your systems grow with you. As you bring in more donors, you need tech, processes, and people that can keep up, without burning out your team.
Healthcare fundraising impact
Helping people afford care and helping hospitals raise money might seem like two separate goals, but they’re deeply connected. When you bring in more resources, you can serve more patients. When you serve more patients well, you build stronger community trust, and that’s what fuels long-term giving.
Whether you’re a nonprofit trying to run smarter fundraising campaigns or a healthcare provider looking to support families facing impossible medical expenses, the work you do matters. And you're not alone in it.
Harness partners with healthcare institutions and nonprofits to build fundraising programs that are personal, effective, and sustainable. Whether you're starting from scratch or ready to grow, we're here to help. Visit goharness.com to learn more.
