The Princess Margaret is an exceptional Cancer Centre and has been since it was founded in 1952 but from a donation consideration perspective it is often mistaken for the Canadian Cancer Society – and loses valuable donations because of this. How do we change that? We focus on what makes the organization unique and different – the fact that it undertakes its own research (unlike CCS) and is continually innovating and creating breakthroughs in cancer science because of it. The “Conquering Cancer One Breakthrough at a Time” campaign sought to showcase this rich history of innovation to improve donor consideration, and it worked. This campaign generated 300% more donations to the foundation than any prior campaign run during the critical end-of-year fundraising period.