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

Thanks to these changes, a mailing that had historically cost the organization money and provided no revenue now not only breaks even, but also makes net revenue.

“People give again, right away,” Oaksmith says. “The most likely time that they’re going to give is right after they give their initial gift. And what we also find is if we get that second gift quickly, it boosts overall donor retention across the board.”