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

City of Hope Director of Development Noel de Leon, who serves as the internal liaison with patients and physicians when it comes to the newsletter’s patient stories, says the success of HopeCONNECTION has, in turn, made it easier for the development team to find the most compelling stories to feature in the newsletter.