Authentic Donor Engagement: Practical Moves that Build Donor Alignment
- Heather Wiley Starankovic, CFRE, CAP®
- 22 minutes ago
- 3 min read
Health care philanthropy succeeds when relationships lead. Yet under constant pressure for results, even seasoned professionals can slip into reactive mode—tracking outputs instead of cultivating meaning.
This four-part series traces the full progression of authentic donor engagement, from first conversation to long-term partnership. Each paper explores a core discipline that defines exceptional philanthropy. In Part 3, we will explore practical moves that build donor alignment.
Alignment is both the strategic backbone of donor engagement and a practical discipline. It demands clear steps, incisive questions and consistent follow-through. For philanthropy officers, alignment is where attentive listening and intentional planning become authentic relationships. Use the roadmap below to operationalize alignment with new prospects.
For philanthropy officers, alignment is where attentive listening and intentional planning become authentic relationships.
Starting the Conversation Alignment starts with open-ended conversation. These are not transactional discussions but dialogues that invite donors to reflect on their experiences and perceptions. The philanthropy officer’s job is to guide the conversation with care and ask thoughtful, value-driven questions that surface personal connections, desired outcomes and natural points of alignment. Here are 10 questions that operationalize alignment: 1. What is your experience with our health care organization?
2. What do you know about our health care organization?
3. What do you like most about our health care organization?
4. In what positive ways has this health care organization impacted your life?
5. What are your perceptions of this organization providing outstanding health care for this community
6. Do you know our specialties/programs? Which ones? How?
7. Do you know our president? How?
8. What do you believe are the perceptions of our president or our health care organization in the community?
9. What are your impressions of our publications?
10. Is there anything you are curious about or would like to know? Listening as a Core Skill Alignment relies on disciplined listening. Officers must resist the urge to rush toward solutions or opportunities. Create space for donors to share perceptions and stories; reflect on what you hear and probe gently for deeper insight. Taking careful notes is essential, capturing both direct statements and nuances such as tone, emphasis and emotion. Planning the Next Two Steps Effective alignment always anticipates at least two next actions to sustain continuity and momentum. Doing so demonstrates the donor’s input and goals are considered in guiding the process and the organization is committed to continuous, prospect-led engagement. For example, after a successful alignment conversation, the officer may plan to: 1. Arrange a follow-up meeting for the donor to meet a physician whose program aligns with their interests.
2. Invite the donor to lunch with hospital leadership to hear about the organization’s vision. Building Toward Partnership Practical alignment naturally progresses to partnership. Once interests are clarified, philanthropy officers can create opportunities that deepen connection, such as: Physician engagement: A clinical leader shares advances in care and/or research.
Volunteer involvement: A peer leader offers gratitude and reinforces the donor’s importance.
Leadership connection: An executive discusses vision and strategy at a small, personal gathering.
Each touchpoint should feel like a natural extension of what the donor has already shared, not a staged performance. Authenticity is key.
Avoiding Common Pitfalls New philanthropy officers often fall into two traps: rushing the process or treating alignment as a checklist. Alignment is not about “covering the 10 questions” or “getting through a meeting.” It is about discovering the donor’s story and linking it meaningfully to the organization. Officers must be flexible, adapt to the flow of conversation and prioritize depth over speed. Alignment is where strategy becomes action. By asking thoughtful questions, listening deeply and planning the next two steps, philanthropy officers keep prospects engaged and relationships moving forward. What begins as solitary heavy lifting becomes the foundation for partnership with physicians, leadership and volunteers. Mastering these practices ensures that alignment is not just a concept, but a concrete, repeatable process that leads to authentic donor engagement.
About the Authors:
Heather Wiley Starankovic, CFRE, CAP, is a Principal Consultant with Accordant. She can be reached at Heather@AccordantHealth.com or through LinkedIn. Amy Dorrill, FAHP, CFRE, is a Principal Consultant and Community Health & Well-Being Practice Leader with Accordant. She can be reached at Amy@AccordantHealth.com or through LinkedIn.
