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Healthcare Organizations

Your data should be as healthy as you want your patients to be

Nonprofit hospital development and foundation teams have been often regarded as a gold standard for their fundamental understanding of the prospect-to-donor journey and their success in executing on the insights that from it.

This expertise has evolved, and one aspect of that evolution that has made healthcare fundraisers successful is the effective use of permitted data – having access to current, clean, and complete information about prospects and donors at all levels of the fundraising journey.

Omatic takes care of your data health. Data is healthy when it’s up-to-date, accurate, and comprehensive. Healthy data is useful and actionable – so that you communicate the right message to the right person at the right time using the right medium. So that you can engage with prospects and donors appropriately and effectively. The result: more funding for patient care, equipment, research, education, and health advocacy.

Healthy data = valuable data

The data in your main Blackbaud or Salesforce database is fueled by important information that comes from several other systems and sources: email marketing, wealth rating and scoring, online donation and event registration, personal fundraising pages, auxiliaries, and electronic medical records. Omatic are experts at integrating that kind of data so that your main CRM database remains healthy – current, clean, complete – and as valuable as possible.

By Sector - Healthcare - Omatic Software Infographic

Supporting the Donor Journey – Every Step of the Way

Grateful patient acquisition

Too many grateful patient programs don’t take an integrated-data approach. A HIPAA-compliant file of recent patients is simply sent to a direct mail house or is part of a broad email blast – no cultivation, generic solicitation, and a low response rate with small donations which are only 20% likely to be renewed.

Compare that with an integrated data approach – strategically leveraging Omatic integrations – in which a HIPAA-compliant file of recent patients is routinely integrated into your main CRM database and matched with current donors, prospects, and households. Then, based on a combination of current information and past history, grateful patient prospects are wealth-screened, effectively segmented, with some, perhaps, passed on to the major gifts team. The others, the majority, are added to annual giving segments, with cultivation and solicitation messaging mirroring their areas of interest or focusing on their recent healthcare experience. Acquisition rates, retention rates, and average gift size will never be the same.

Successful fundraising can also lead to gaps or errors in data

Lots of online donations, event registrations, newsletter opt-ins, tribute gifts, and third-party fundraisers sending in more than a few Excel spreadsheets accompanied by stacks of checks. You can manually enter all of this into your main CRM database or you can use rudimentary native import tools. Both take a lot of time you barely have and can result in duplicate records, unlinked households, misspellings, and other data errors.

Or you can let Omatic do the heavy lifting for you. Omatic integrations, powered and secured by Omatic Cloud, can integrate all of this data into your main CRM database, and, along the way, make sure that it’s all current, clean, and complete. Omatic’s integration cleans up misspellings and mis-casings, ensures that data standards are adhered-to, checks for duplicates, and links individuals to the right household or organization. And, if human intervention in needed, it lets you know so that a human can intervene.

Supporting donor journey end-stages

Ideally, the donor journey never ends, and you use your current, clean, and complete data to ensure proper stewardship, retention, and movement up the donor pyramid. Omatic can handle the ‘round trip’ for your data as well so that online systems that you use for stewardship – such as e-newsletters and online recognition lists – also remain up-to-date. It would be a shame if offline activity wasn’t reflected online.

And, what about your colleagues on the finance team? They need data, too – they need financial data from your main Blackbaud or Salesforce system in a timely fashion, without error, and with having to re-enter or manipulate the transaction information they receive. Once again, Omatic integrations can effectively address that need with financial posting integration that reduces the need for redundant data entry or file manipulation, reduces errors, improves the ability to reconcile, and increases trust in the numbers and between departments. No more delayed or inaccurate financials.

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