A stagnant annual-giving program prompted changes to how City of Hope approaches donor cultivation and acquisition that, in many ways, defy conventional fundraising wisdom.

By Abny Santicola

“When I first took the tour of the hospital prior to deciding to come to work here, I was literally amazed. My jaw kept dropping every five minutes as we were driving through the campus — you know, a little golf-cart tour — and listening to my tour guide. [I kept thinking], ‘I’m from Los Angeles, this place is in Los Angeles. How come I haven’t heard all of this about this place?’” she says.