Community Benefit: Telling the Story

1
Community Benefit Telling the Story
200 pm session
2
Basic Steps in Community Benefit Planning and
Implementation
Determining What Counts
Building a Sustainable Infrastructure
Interrelated Interdependent Simultaneous
Accounting For Costs
Planning
Evaluating
Communicating
3
Communicating

• Guidelines
• Build a relationship with the communications
  department
• Assess community benefit communication needs and
  develop a strategy
• Integrate community benefit communication
  strategy with the overall strategic
  communications plan
• Provide access to necessary information to key
  internal audiences
• Publish a community benefit report

4
Telling Your Story

• Integrate multiple messages throughout
• your entire organizational
• communication system

5
Telling Your Story
Tailoring the Message to Match Your Goal
Mission
Advocacy
Tax exemption benefits
Why Do It?
Employee recruitment and satisfaction
Physician recruitment and satisfaction
Community positive perception
Dinner conversation
6
Telling Your Story
Targeting Audiences

• Internal Audiences
• Board of directors/trustees
• Senior leadership
• Staff
• Volunteers
• Visitors
• Physicians

• External Audiences
• Patients
• Public/community-at-large
• Businesses
• Community physicians
• Community agencies
• Other providers
• Consumer groups
• Elected officials
• Policy makers
• Donors
• Health plans
• Media

Start Here
7
Community Benefit Report Template

• History of organizations commitment
• Executive summary and one-page program summary
• Description of community needs
• Community benefit programs
• Outcomes and impact
• Narrative report explaining value beyond
  quantitative

8
Report Community Benefit on IRS 990

• Regulations adopted in 1999 require that IRS Form
  990 be available to anyone
• Guidestar.org provides instant access to IRS Form
  990
• Attach full Community Benefit Report to IRS Form
  990
• Electronic filing IRS 990 template

9
A Reality Check

• It would appear to me that your donations are
  made with other peoples money. That is, you
  over-charge those who will pay to support those
  who will not or cannot pay. I find it difficult
  to believe you will take credit for this.
• A Paying Customer Comment to Billings Clinic

10
Communications Tools You Can Use

• Link to CHA website (www.chausa.org)
• Sample reports
• Public Perception Project
• Telling Our Story
• Electronic filing IRS 990 template
• Communications Telling Your Story webcast
• December 5, 2006

11
Coming Events/Resources

• Webcasts
• December 5 Communicating Community Benefit
• February Advancing the State of the Art in
  Community Benefit
• April Response to Global Poverty
• June Bridging Finance and Mission in
  Community Benefit Programs
• IRS Form 990 Online Filing Guide
• Evaluation Video
• Community Benefit 101 www.chausa.org/cb101
• April 24th 2007 in San Francisco
• ACHI Annual Meeting Community Benefit Track
• March 7 9, 2007 New Orleans
• CHA Community Benefit Pre-Conference
• June 16, 2007 in Chicago

12
Available Resources

• Julie Trocchio, The Catholic Health Association
  202-721-6320 jtrocchio_at_chausa.org
• Patsy Matheny, Community Benefit Consultant
  740-746-0286 matheny_at_hughes.net
• Keith Hearle, Verit?e? Healthcare Consulting
• 202-626-6608 keith.hearle_at_veriteconsulting.com