Offers of support are still politely declined, fail to reach the charity or are handled inconsistently because staff are unsure what’s appropriate.
So, all too often the moment for potential donors to show their appreciation is lost. And with it their chance to say thank you, to honour a loved one and to help the next patient in a meaningful way.
For health charities, this represents an enormous and underdeveloped philanthropic opportunity.
To bridge this gap, Grateful Giving helps organisations develop the strategy, culture and relationships to respond to generosity with care and confidence – and turn it into lasting impact.
We have been thinking about health philanthropy the wrong way
Offers to give are declined, missed or never reach the charity. Staff lack confidence and clear pathways, and patients can lose the opportunity to do something meaningful.
We can respond differently
Grateful Giving builds the strategy, culture and confidence to recognise generosity, respond appropriately and connect patients and families with the charity when they want to give.
This report shows what could be possible if patient relationships were placed at the heart of NHS fundraising and gives leaders the evidence to start a different conversation about philanthropy.
62x
difference in income raised per patient between two acute NHS charities
£8.6m
if the equivalent of just 1% of the estimated patient population made a single £50 gift
£125m
received by NHS charities from legacies in 2024/25
“As a doctor, I’m very protective of our patients, and I trusted Gemma completely. She understood our pressures, our patients and the right pace. She became part of the team—and that’s why it worked so well.”
CONSULTANT UROLOGIST
"To grow health philanthropy, start with the people who already care. You don't need to find these supporters. You need to notice them."
GEMMA DOWNHAM, FOUNDER
A Grateful Giving Programme does not involve frontline staff asking for money. It’s about ensuring patient-facing staff understand that giving is important to patients, graciously accepting offers of help and responding in the right way to protect the sanctity of the clinician-patient relationship when they do.
01 Discovery
Understand how your fundraising compares, where the opportunity lies and what may be holding you back.
02 Strategy
Build a Grateful Giving programme around your organisation, from leadership alignment and clinical co-creation through to implementation.
A successful programme depends on leadership, clinical engagement and a shared understanding of how to respond when someone wants to give. We help you understand the opportunity, decide where to begin and build an approach that feels right for your patients, staff and organisation.
03 Education
Give clinicians and staff the confidence to recognise generosity, respond appropriately and know where their role ends.
