Wendy Orleman

The donor giving path today is very different from that of the past. Not so long ago you could draw a straight line from the mailbox to a donation. But for modern constituents—the Baby Boomers, Gen Xers and Millennials alike—their journey is far more tangled.

When done correctly, the interaction between a patient and a doctor or health care institution can be leveraged by a Grateful Patient Program to foster a strong philanthropic relationship...