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

Past appeals had more of an organizational than donor focus, often talking about the urgent need for funds rather than what City of Hope really is about: positive patient experiences and breakthrough research.

Many City of Hope patients are referred there from other facilities, so it’s not their first stop on the road to treatment. But Keim says she often hears patients talk about the night-and-day difference they experienced coming from their local hospitals to City of Hope.