Give $1 but Not the Bank
Goodwill has never been about generating revenue or new patients; goodwill is a community position—a commitment from a partner in the practice or the practice as whole to give or serve within the community they call home, to provide more than just a pay-for-service, but an investment in the community’s future.
Often, practices bend to the whims of those asking for dollars because of feelings of obligation and fairness. If you give to one, why not all? There are several approaches to take when determining who or what is of value for your donation dollars, and it certainly is not everyone.
Goodwill is an opportunity for practices to align with like-minded or mission-driven entities that mutually support the same cause as the practices and their providers. Designating an appropriate annual budget and providing the opportunity for donation seekers to share more about their cause and allocation of donations allow for practices to make educated decisions with their donation dollars.
In the end, goodwill is not advertising; it’s more. When done with thought, purpose and, of course, a budget, goodwill leaves the imprint of the practice on the community for many years to come while also aligning and impacting relationships with key community leaders and influencers.
When you develop a goodwill plan that follows your values, missions, and services and can strategically align with other relevant sponsorships, advertising, outreach, social media, strategic partners, and other integral strategic elements, your one well-founded act of goodwill could actually give you more to take to the bank.
About Venel
Venel provides business-minded orthopaedic practices with unmatched business development and marketing expertise. Venel provides each exclusive market client with an annual documented return on investment, orthopaedic-specific innovations, and a clear, competitive advantage. Venel is also the only full-service marketing firm to be an American Association of Orthopaedic Executives Peer Reviewed partner. Since 1989, Venel has been solely dedicated to the marketing, promotion, and communication of orthopaedic practices and their surgeons.
To learn more about Venel's research-based marketing approach, watch this video on our website.
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