Capturing Patient Stories 101

Patients are the heart of every healthcare organization—and the backbone of healthcare fundraising. Their stories inspire action, build trust, and drive donations like nothing else can. In fact, 70% of people are more likely to give to an organization that uses storytelling to communicate its mission and impact.

Fall appeal season is right around the corner. That means now is the perfect time to start building your story bank—so when it counts, you’re ready.

Why Patient Stories?

Before we get into the nitty-gritty of the how, let’s first focus on why storytelling works.

Storytelling is inherently human. It’s what makes us, us. People are far more likely to stay engaged with a piece of media that has an interesting storyline than with one that simply spews facts. For example, which would you rather read?

1. Jane Doe came to our hospital believing she had the flu or possibly COVID. But it was actually something much more serious: a severe case of pneumonia. Within days, her pneumonia progressed into septic shock and streptococcal toxic shock syndrome, a rare but life-threatening condition caused by certain strains of strep bacteria. But thanks to the timely care she received, Jane is here today. Will you give to support more patients like Jane?
2. Like most parents this time of year, Jane—a 35-year-old mother of two young girls—was busy preparing for the holidays. You’ve likely been there: lists to check, meals to plan, gifts to wrap, and no time to slow down. So, when Jane began feeling unwell, she initially brushed it off. It was cold and flu season, after all. It was probably just a bug. But then her symptoms worsened. By Christmas, she couldn’t get out of bed. By the 26th, she was up all night coughing, feeling like she couldn’t breathe. By the 27th, her father was racing her to the hospital. But thanks to donors like you, Jane got the life-saving care she needed. Will you show your support again so we can continue saving more lives?

Number 1 may get to the point quicker, but it’s extremely flat. There’s no narrative. Number 2, on the other hand, instantly hooks you. It relates to you. It evokes emotion. You can picture it. And by the end, you feel a yearning to help. That’s the impact of storytelling.

Sharing patient stories personifies the need for support. A list of new technology, programs, or facilities can be compelling, but for many donors, the most powerful connection happens at the human level: Being comforted when they’re scared. The relief when a new treatment works. Defying the odds because expert care was nearby. When words alone evoke strong emotions, you know you have a good story.

Finding and Recruiting Story Subjects

It’s likely that your healthcare system treats hundreds or even thousands of patients each day. So, the problem isn’t that inspiring stories don’t exist—it’s simply that you need to find them. Here are a few common sources:

• Grateful patients: People who have been under care and have been very vocal about their appreciation for their treatment, the staff, the hospital, etc.
• Family members of patients: People who’ve had family members—children, spouses, parents, etc.—receive care.
• Long-term donors with care experience: Existing donors who’ve also experienced care firsthand—as patients or as employees who see the difference philanthropy makes every day.

One of the best ways to source these leads is through patient satisfaction surveys. These patients already show a willingness to share their experience and advocate for the hospital, though turning that openness into a full story takes time and trust. A simple story submission link on your foundation or development office website can make that first step easier, letting patients opt in at their own pace.

Another way to source leads is through clinical staff referrals—caregivers who have worked directly with the patient, know their story, and know they’re willing to share it. Development officers can then work directly with the patient to steward a relationship and coordinate an interview.

As always, proceed with sensitivity and make sure HIPAA standards are upheld. Always get proper written authorization before moving forward.

Preparing for the Interview

It’s important to go into every interview prepared. When setting up the interview, make sure to set expectations upfront—explain the process and how their story will be used. This also means doing your homework: reviewing their care journey and any additional information provided by their care team, their giving history if they’re a donor, and any prior communications between development teams and the patient.

Make sure you have a strong list of questions prepared. You’ll want to tailor the questions to their experience, but here are a few good starter questions:

• “Can you tell me what brought you to [Hospital/System]?”
• “What was that experience like for you or your family?”
• “Was there a moment—or a person—that stood out?”
• “How has your life changed since your treatment?”
• “Is there anything you’d want donors to know about why this care matters?”

Interview Best Practices

Interviewing can be tough if you’re not used to it. But like with everything else, practice makes perfect. Make sure to:

• Ask to record before you start. While taking notes is important, focusing on the conversation is even more important. Recording allows you to stay present in the moment. Having a transcript to reference afterward is extremely helpful and lets you pull direct quotes.
• Be conversational, not scripted. It can be difficult to flow naturally in a conversation when you’re focused on your questions. These conversations can lead down paths you might not have expected but turn out to be the most impactful moments of the interview. Above all, follow the emotion.
• Listen for unexpected details. If the patient mentions something like a nurse who remembered their name or a volunteer who prayed with them, lean into it. The seemingly small things can make a huge difference in the way a story is told.
• Know when to pause or redirect if they become emotional. Remember that you’re talking about something that was likely a very emotional and possibly traumatic time in their life. If they become emotional, let them take as much time as they need. If they seem uncomfortable, pivot gracefully. Don’t ever push a topic just to get information.

Writing the Story

Now that you’ve completed your interview, you’re likely left with a stack of notes, a mile-long transcript, and a world of possibilities ahead of you. Here’s the part where it all comes together: writing.

• Start with a line that immediately grabs the reader’s attention. The first few sentences are the most important. It’s where a reader decides whether to continue reading.
• Talk directly to the reader. For example: “Have you ever had a life-or-death moment?” or “You know the feeling, when you’re sick but too busy to go to the doctor.” This pulls them in and makes it personal.
• Lead with the human moment, not the diagnosis. It’s important to set the stage: this diagnosis, accident, medical emergency, etc. can happen to anyone. Above all else, this patient is a person. They’re not defined by their medical history.
• Make sure your structure is clear and intentional. Your story has to read well in order to land. Ideally: hook → struggle → turning point → transformation → donor connection.
• Use their words. Quotes can be adjusted slightly for flow or grammar, but leave it at that. Quotes should sound like they were said, not that you put them into the what-to-say-to-make-people-donate machine.
• Keep it donor-centered. Remember: this care, this program, this initiative, this technology, (and so on) is possible because of donor support. Make sure they know that. For example, instead of “This surgery saved John’s life,” use “Because of donors like you, John was able to get the life-saving care he needed.” The donor is the hero, always.
• Write from the patient’s perspective. Stories are much more impactful when they’re told in the first person. Where the deliverable allows, write in first person—it puts the reader directly in the patient’s shoes.

Putting Stories to Work

You have this amazing, impactful story. Now what? Luckily, patient stories can be used across many different deliverables.

• Direct mail appeal: An appeal letter is the perfect vehicle for a grateful patient story since it shows a direct correlation between donor dollars and the people their support affects.
• Email series: Breaking it into a multi-touch arc lets you build suspense, deepen connection, and deliver the ask at just the right moment.
• E-newsletter: A shorter excerpt with a link to “read the full story” that drives readers to a landing page or blog serves as a natural stewardship touchpoint.
• Social media: Direct quotes paired with real patient photos (if allowed) are great for social media.
• Stewardship touchpoints: Newsletters and impact reports place storytelling front and center, directly tying donor support to real impact.
• On your website: If nothing else, having a library of grateful patient stories on your website gives prospective patients, donors, and staff an ongoing window into the care and impact your organization delivers.

Get Started

The strongest fall appeals are built well before September. By starting to interview now and building your story bank, you’re getting a head start. Then, when the season hits, you’re ready to hit the ground running.

And if you need help anywhere along the way, our dedicated team of writers has your back. We’ll do everything from interview prep all the way to completed deliverables. Just say the word!