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

For the next few years, it struggled to find the right fit with an agency and achieve the voice it wanted — one that intertwined the research City of Hope was doing with patient stories. It saw the need for three things: a solid partner agency, strong messaging and more net revenue going back to the hospital without increased costs to the program.