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

Sum of its parts
City of Hope’s direct-mail makeover results speak for themselves. In 2005, prior to implementing the changes, the annual-giving program mailed 11 appeals, grossed $3.5 million and netted $1.6 million. In 2006, it increased its appeals to 14 and added four newsletters, grossing $4.1 million and netting $2.2 million, with continued success in 2007, as it netted $2.5 million. Despite the cost of adding more mailings to its program (about $13,000 a year more), it’s brought in 18 percent more gross revenue for two consecutive fiscal years.