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

Oaksmith says it was lacking two components inherent in a good gift-acknowledgment: personalization and an ask — something she says a lot of organizations are hesitant to include for fear that it will be received negatively by donors.

But City of Hope found the opposite was true. The team overhauled the package, adding to it a reply device asking for another gift and a letter with personalized copy that not only includes the donor’s gift amount, but also mentions the particular appeal she gave to. For example, if a donor gave to the spring newsletter, it would include copy thanking her for her spring newsletter donation.