Summary
Overview
Work History
Education
Skills
Professionalmembershipsandcommunityinvolvement
References
Timeline
Generic

Toni Keiser

Ocean City,MD

Summary

Dynamic and results-oriented health care professional with 29 years of experience in strategic health care and market expertise, fiscal management, sales, data analytics, and fundraising. Seeking to leverage expertise in donor relations, grant writing, and strategic fundraising to drive impactful philanthropic initiatives at the Tidal Health Foundation. Excels at partnering with all core business operations and the community to expand market share and philanthropy. Team builder with strong sales, marketing, general management, and fundraising skills. Brings expertise in strategic planning, data analytics, forecasting, fundraising, marketing, branding, communications strategy, and achieving team-based results. Visionary leader with a deep understanding of the multifaceted aspects of healthcare. Committed to a strong work ethic, innovation, integrity, confidence, stability, discriminating judgment, servant leadership, and accountability.

Overview

31
31
years of professional experience

Work History

Vice President, Public Relations

Atlantic General Hospital
05.1997 - Current
  • Key member of executive team reporting to CEO with responsibility for accomplishing the hospitals mission through strategic planning initiatives and operational activities
  • Administrative responsibility for the development, coordination, integration, and implementation of marketing, advertising, development, and physician recruitment strategies
  • Administrative responsibility for the control of expenses overseeing budget preparation and monitoring to allocate efforts for marketing, advertising, development, auxiliary, and physician recruitment
  • Collaborates with program staff, leadership and boards to align fundraising efforts with organizational objectives, ensuring funding supported mission-critical initiatives
  • Led the organization through 4 successful capital campaigns exceeding fundraising targets for each campaign
  • Develop and execute comprehensive fundraising strategies resulting exceeding annual goals year over year for 29 consecutive years
  • Cultivates relationships with major donors, increasing annual contributions year-over-year
  • Leads a team of 5 fundraising and marketing professionals, providing guidance in donor prospecting, cultivation, stewardship, grant writing and all internal/external marketing and communications
  • Works with Board of Trustees and Foundation Board and membership of over 170 community members to engage committee participation through 7 foundation committees to cultivate and steward potential donors and enhance support of fundraising efforts
  • Organizes and manages fundraising events, increasing event revenue annually through strategic sponsorships and attendee engagement
  • Implemented a customer relationship management system and physician relationship management program qualifying and generating new sales leads
  • Annually recognized by Service Industry Advertising Awards, Healthcare Marketing Report, Aster Awards and Marcom Awards for Excellence in Advertising, Marketing and Communications
  • Prepared for the increased penetration of managed care into the hospitals market by recognizing and converting market awareness from inpatient to outpatient focus
  • Responsible for medical staff recruitment efforts successfully expanding provider base year after year
  • Integrates strong knowledge of customer service with patient satisfaction and process improvement to form strategic planning initiatives to produce desired changes and enhancements in hospital systems, processes and community perception
  • Fosters teamwork and the development of departments, managers and associates to create product specific campaigns and community awareness initiatives
  • Act as director and liaison of third largest hospital auxiliary in the state of Maryland with over 394 members
  • Developed and initialized Patient Advocate and Junior Auxiliary programs
  • Received acknowledgment for development of marketing and advertising strategic plan and process from The Maryland Society for Health Care Marketing and Public Relations

Director of Marketing

Atlantic General Hospital
01.1995 - 05.1997
  • Developed and communicated the vision and goals of marketing program and conception to the Board, administration, medical staff, patient care staff, associates and the public-at-large for new community not-for-profit hospital
  • Developed and implemented successful community education program
  • Acted as liaison for growing Auxiliary and volunteer services, successfully implementing and integrating a new teen volunteer program and Thrift Shop
  • Worked with Senior Management to research develop, acquire, recruit, and implement the Atlantic General Health System, a physician network in defined communities surrounding the hospital
  • Developed and implemented customer service/patient satisfaction processes, analyses, and reporting mechanisms
  • Responsible for coordination and development of definition of markets and needs assessment processes
  • Coordinated and analyzed competitor profiles of national and local trends for monitoring impact to facility and/or industry
  • Developed and implemented mechanisms to track effectiveness of patient centered medical home, bridge clinic, community relations and education programs
  • Worked as liaison to Foundation and Development office successfully planning and initializing two of the largest fundraising campaigns since original capital campaign for facility

Administrative Coordinator/ Marketing Assistant

Men’s Medical Center
12.1993 - 12.1995
  • Responsible for marketing research and development of demographics for new office locations
  • Instrumental in all stages of expansion and development of eight satellite locations on east coast, including research, assessments, strategic planning, public relations, marketing and advertising, recruiting and training of staff, developing relationship with vendors, as well as main contact at home office
  • Oversee main office staff and management responsibilities, work directly with billing office on patient accounts, vendor accounts, as well as some customer/patient service.

Education

Bachelor of Science, Business Administration/ Marketing -

Salisbury State University
01.1993

Skills

  • Donor Relations
  • Grant Writing
  • Fundraising Campaign Management
  • Major Gifts Solicitation
  • Database Management (Boomerang, Raiser's Edge, Give Smart, Donor Search, Foundation Search, CRM/Healthgrades WebMD Ignite)
  • Event Planning and Management
  • Strategic Planning and Forecasting
  • Communication and Interpersonal Skills
  • Decision Making
  • Public Speaking
  • Negotiation
  • Emotional Intelligence
  • Teamwork

Professionalmembershipsandcommunityinvolvement

  • Association of Fundraising Professionals (AFP)
  • Maryland Society for Health Care Marketing and Public Relations
  • The American Marketing Association
  • Nation Information Officers Association
  • Chairman of the Board of Directors for the Ocean City Chamber of Commerce 2019-2021. Board member 2007- present. Largest Chamber of Commerce in Maryland.- Chair of Chamber Legislative, Scholarship and Special Events Committees
  • Founding member of Worcester County Education Foundation serving on the Executive Committee 2014-present
  • Secretary, Hudson Behavioral Health Board of Directors
  • Vice Chairman, Worcester County Local Management Board/ Initiative to Preserve Families- Chairman of the LMB Legislative Committee
  • Maryland Hospital Association Community Connections Advisory Board
  • Maryland Association of Hospital Auxiliaries
  • Maryland Healthcare Directors of Volunteer Services
  • Ocean City Drug and Alcohol Abuse and Prevention Committee
  • American Cancer Society Tri-County Leadership Committee
  • Atlantic General Hospital Foundation Board of Directors
  • Atlantic General Hospital Junior Auxiliary Group
  • Ocean Pines Area Chamber of Commerce – Board Member 1994 – 1999
  • Berlin Chamber of Commerce
  • MidDelmarva YMCA Board of Directors
  • Holy Savior Church Finance Committee and Foundation
  • Maryland Catholic Advocacy Network Advisory Committee
  • Recipient Worcester County Women Leaders Award

References

Available upon request.

Timeline

Vice President, Public Relations

Atlantic General Hospital
05.1997 - Current

Director of Marketing

Atlantic General Hospital
01.1995 - 05.1997

Administrative Coordinator/ Marketing Assistant

Men’s Medical Center
12.1993 - 12.1995

Bachelor of Science, Business Administration/ Marketing -

Salisbury State University

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