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

The annual-giving department also implemented new strategies to improve donor stewardship and retention. One is a monthly stop-lapse program that segments all of the institution’s current donors who haven’t given a gift in nine months and who are on the verge of lapsing. Rather than sending them the regular appeal other donors get, City of Hope sends them a high-touch, personalized, closed-face mailing with a handwritten message reminding them that they haven’t given in a while and urging them to renew their support.