Context
The Children’s Oncology Group Foundation (COG Foundation) supports the world’s largest pediatric cancer research consortium. While the organization itself is well established, its philanthropy and donor engagement efforts were in a growth-and-build phase—operating much like a startup within a complex, highly regulated environment.
The team needed clearer messaging, better alignment between communications and fundraising, and systems that could support growth without adding unnecessary complexity.
The challenge
- Build and scale a philanthropy-focused marketing and communications engine
- Align messaging across research, fundraising, and leadership
- Improve donor engagement while maintaining credibility and sensitivity
- Create sustainable systems a lean internal team could maintain
My role
I partnered closely with senior leadership to lead brand, marketing, and communications strategy, functioning as a strategic advisor and operator focused on clarity, prioritization, and execution.
What I did
- Developed communications strategy for newly established Foundation arm
- Designed inaugural year-end fundraising campaigns
- Developed donor communications strategies and campaign messaging
- Wrote and revised researcher, clinician, and SME content for The Children’s Oncology Group’s new website
- Structured editorial planning, workflows, and systems
- Advised leadership on sequencing, priorities, and tradeoffs
- Supported execution while building internal capacity
Approach
I treated the philanthropy arm like a growth-stage startup: focusing on clarity, sustainability, and measurable results. The work prioritized decisions that reduced friction, eliminated redundant effort, and strengthened trust with donors and stakeholders—without introducing unnecessary tools or processes.
Results
- Clear, aligned messaging across fundraising and communications
- Strong donor engagement and campaign performance
- A scalable foundation that reduced rework and decision fatigue for the team
- Improved confidence and consistency in external communications
Why this matters for startups:
This work shows how to build a growth engine inside constraints—regulatory, reputational, or operational—without sacrificing momentum or credibility.
