Maximizing Relationship Management: Data-Driven Patient Pipeline Analysis
In this session we will describe Northwestern Memorial Foundation's approach to optimizing their staffing model and relationship management coverage using a data driven methodology. In partnership with BWF, we evaluated pipeline flow, volume by medical department, and screened patient capacity, assessing estimated prospect and donor conversion rates from this population. NMF implemented the results of the analysis by realigning overall fundraising staff assignment of medical departments and physicians for more equitable and balanced pipeline coverage. In this presentation, we will also discuss the team building, communication, and change management necessary to successfully implement the assignment changes.
Program Director: Philanthropy
Northwestern Memorial Foundation
Martha Ortinau Rowe is a seasoned development professional with a career spanning over ten years, characterized by progressive leadership, operational excellence, and impactful fundraising across the healthcare, education, and nonprofit sectors. With a strong passion for program innovation and growth and a background in Prospect Research & Development, Annual Giving, and Major Gifts fundraising, Martha combines strategic vision with a deep understanding of data analytics and constituent relationships to achieve remarkable results.
While at Northwestern Memorial Foundation, Martha has developed the Prospect Research and Development department from one person to a dynamic five-person team responsible for supporting fundraising infrastructure as well as strategic partnerships with Principal Gifts, Major and Mid-Level Giving pipeline development, physician engagement, Events, Foundation Relations, and Corporate Giving. In addition to supporting the PR&D team, Martha drives NMF’s Strategic Initiatives and Special Projects through research, benchmarking, and implementation of key initiatives.
While not at work, Martha enjoys spending time with her husband, 18-month old daughter (endearingly dubbed “tiny monster”), and 10 year old “puppy” taking distracted hikes or watching shows on the couch while the tiny monster sleeps.