Q&A with Cheryl Carline of Burnaby Hospital Foundation

What are some of your more effective fundraising strategies? Events such as The Slice and Rhythm of Life are hugely successful, plus they serve to connect us face-to-face with Burnaby residents—and of course the events are great fun. Surprisingly in this digital age, people respond very strongly to our print advertising...

Burnaby Hospital Foundation’s Cheryl Carline on fundraising strategies, the younger generation and the unique needs of Burnaby Hospital

What are some of your more effective fundraising strategies?
Events such as The Slice and Rhythm of Life are hugely successful, plus they serve to connect us face-to-face with Burnaby residents—and of course the events are great fun. Surprisingly in this digital age, people respond very strongly to our print advertising and direct mail programs. In fact, the latter is still the number one way for charities to raise money. That said, we cover all bases and are very active on Twitter, Facebook, YouTube and other venues of social media. We also work with other organizations and private companies to raise our profile and get the message out.

To what extent does the younger generation understand the upcoming challenges facing health care?
I think they, more than any group, understand that government funding isn’t enough and that there will be a tremendous shortfall of services unless they pitch in. That’s why every year you see thousands of young people volunteer at fundraisers, and we’re no exception in receiving their attention. They are the people who make me optimistic about the future.

To what extent does Burnaby Hospital’s need for new equipment and technology differ from other hospitals?
We’re all in the same boat, facing the same health-care crunch. Even a relatively simple item like a new gastroscope costs $20,000, and the wish list for equipment is very long. Our fundraising jurisdiction is limited to the 450,000 residents in our catchment area, but that’s a lot of people who can lend us support—and of course, although we would never solicit it, we wouldn’t turn down any funding that came outside of Burnaby!