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

Campbell says City of Hope extends that partner attitude to its relationship with the agencies it works with, encouraging a holistic, sharing approach among Merkle and its telemarketing partners, and other partner agencies.

“Diana’s been instrumental in bringing us all together at the same table and talking about what makes the most sense for City of Hope,” Campbell says. “Same thing with the internal partners: communications, branding … We’ve knocked down those walls, and the end result has been very pleasant, fun to work on, as well as very effective for City of Hope.