Leveraging CFRE Certification to Improve the Health of Medical Organizations

Caroline Osmeyer, CFRE | Maryland, USA

Hospitals and other organizations in the healthcare industry are continuing to experience staffing shortages and funding pressures, even five years after the beginning of the COVID-19 pandemic. The healthcare industry can benefit now more than ever from the support of philanthropists and fundraising professionals.

With 14 years of fundraising experience in the healthcare industry, Caroline Osmeyer, CFRE, is one such professional making her mark on the system. She’s currently the Director of Foundation Operations and Administrative Director of Campaign Initiatives at Mercy Medical Center in Baltimore, Maryland. In 2022, she sought to deepen that impact by obtaining CFRE certification. She discussed with us why she chose to do so, and how it has furthered her career and influence within the industry . . .

How the Pandemic Changed Healthcare Philanthropy

The pandemic hit hospitals hard. Costs increased, elective procedures were paused, and day-to-day operations had to shift quickly. Philanthropy became a key part of how our team at Mercy Medical Center kept things moving and stayed focused on patient care. Even now, many healthcare organizations are still facing staffing shortages, higher expenses, and tighter budgets. Fundraising continues to play an important role—not just in covering immediate needs, but in helping plan for the future.

The uncertainty of the last few years led many donors to rethink or adjust their giving. At the same time, the way we connect with people has changed. We’re all working in a more hybrid, digital environment now, and building relationships takes more effort and intentionality. What worked in the past doesn’t always land the same way now. So, being flexible, thoughtful, and open to new approaches has become even more important.

One thing the pandemic made clear is just how essential philanthropy is in healthcare. It helped hospitals respond quickly, support staff, and care for patients through some of the most uncertain moments we’ve seen. That need hasn’t gone away. While many donors stepped up for a wide range of causes during the crisis, healthcare continues to be central to any strong community. Fundraising today helps fill gaps—but it also supports innovation, invests in our people, and gives us the foundation to keep going long-term.

I think it’s a good time for fundraisers to stay open to learning and adapting. Healthcare isn’t always quick to change, but the last few years showed us that we can pivot when we need to. There’s real value in exploring new tools, finding ways to personalize donor experiences, and showing up in ways that feel genuine. A lot of it comes down to consistency and collaboration—staying curious and working together across teams to figure out what’s going to work best now.

The Mission to Improve Healthcare Outcomes

Being an independent hospital puts us in a unique position. That independence gives us the flexibility to stay true to who we are—but it also means philanthropy plays a major role in how we plan and grow. CFRE certification provided me with the skills and strategic background that helped our team excel during the private phase of my organization’s most recent capital campaign. With this foundation, I was able to collaborate effectively with leadership and board members to drive results, ultimately exceeding our goal before the public launch.

To celebrate the 150th anniversary of Mercy Medical Center, we launched the largest fundraising campaign in our history. As a comprehensive campaign, it was not focused on just one project. Our team worked closely with leadership to figure out what mattered most and would have a lasting impact. One result was creating a new endowment that gives us more long-term stability and room to adapt as things change. It’s been really rewarding to work across the organization on something that feels so meaningful. Our board has been incredibly supportive from the start—helping shape the strategy, set priorities, and build momentum right out of the gate.

The campaign surpassed its original $75 million goal during the quiet phase, which gave us the momentum to raise the goal to $100 million. Since it was a comprehensive campaign, our team has stayed closely aligned with leadership to make sure the campaign remains responsive to current needs and future opportunities. The board really helped set the tone early on. They were incredibly engaged—giving their time, advice, and support—and they helped bring others along. Their involvement made a big difference. Working with them has honestly been one of the best parts of this whole effort.

As the campaign progressed, supporting nurses became an even stronger focus—through education, workforce development, and innovation. The last few years have made it even clearer how essential nurses are—not just to the patient experience, but to the strength of the healthcare system as a whole.

In my role, I help make sure the funds are used the way they’re intended, so I’ve gotten to see firsthand how those dollars are already creating change. The campaign isn’t over yet, but our team has built strong momentum, and we’re in a good position to keep moving forward—with support from colleagues, leadership, and volunteers who continue to believe deeply in this work.

Growth Requires Commitment and Dedication

As someone dedicated to the field of philanthropy, I recognized early on that the CFRE credential was the natural next step in my professional development. Fundraising is a discipline that blends strategy, relationship-building, and data-driven decision-making, but there aren’t many universally accredited degrees in this space. Earning my CFRE was a way to reinforce my expertise and better position myself to support my organization’s mission. For me, it wasn’t just about personal growth, it was about ensuring I could deliver the highest value to my employer and the community.

Earning my CFRE has been a real confidence boost and has strengthened my credibility with donors, colleagues, and leadership. The process challenged me to grow, pushed me outside my comfort zone, and gave me new insights that I apply every day. But the best part has been the connections I’ve made, expanding my network and forming friendships with peers who are just as passionate about advancing ethical, impactful fundraising.

The process for earning the CFRE can be demanding, but the benefits are absolutely worth it. Earning the CFRE deepens your understanding of fundraising, broadens your network, and enhances your professional credibility. It’s a great way to grow your career. Just make sure you’re ready to commit the time and energy to prepare, because that’s what truly makes the certification worthwhile.