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

A lot of that has to do with the institution’s facility. Spread out on a 113-acre campus, City of Hope is much more than a hospital building. It has trees, a rose garden and a Japanese garden offering a holistic treatment experience for patients and their families, and the Center for Biomedicine & Genetics — a 20,000-square-foot, state-of-the-art building — where it manufactures its own FDA-approved drugs and treatments, to name a few of its features.