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

Keim says she believes the key to the program’s newfound success is that it’s providing donors a return on their investments. As long as it’s always talking about something new and fresh in its mailings, donors are happy to be communicated with more often. Of course, there are those people who tell the organization to save its postage and just mail them a reminder once a year, and City of Hope is happy to accommodate them, as well.