Podcast Summary: What the Fundraising – Episode 284
Breaking the Stigma: Fundraising and Hope in Lung Cancer Research with Natalie Reilly-Finch
Release Date: February 24, 2026
Host: Mallory Erickson
Guest: Natalie Reilly-Finch, VP of Growth, Lung Cancer Research Foundation (LCRF)
Episode Overview
This episode explores the unique challenges and strategies of fundraising for a stigmatized health cause—lung cancer. Host Mallory Erickson speaks with Natalie Reilly-Finch of the Lung Cancer Research Foundation about navigating public perceptions, building authentic donor relationships, and fostering hope while balancing urgency in the fight against lung cancer.
Key Discussion Points & Insights
1. Understanding the Stigma of Lung Cancer Fundraising
- Stigma origins: Lung cancer is heavily stigmatized due to its historical association with smoking, influencing both public perception and fundraising efforts.
- Underfunded and misunderstood: Lung cancer, despite being the leading cancer killer among women, receives significantly less federal funding than other cancers, largely because of stigma and misconceptions ([3:01]).
"We've seen in past years that we lose more women to lung cancer than cervical, ovarian and breast cancer combined. ... Last year receiving $0 federally, whereas those other types of cancer that I mentioned that take less lives actually receive much more funding than we do." – Natalie Reilly-Finch ([3:01])
- Challenge of messaging: Communicating that 'if you have lungs, you can get lung cancer' is critical, but differentiating between smokers and non-smokers in messaging can unintentionally reinforce stigma ([4:49-6:07]).
"If I'm highlighting a quarter of people diagnosed now with lung cancer have never or are currently not smoking, why am I differentiating that? ... That doesn't mean I deserve lung cancer." – Natalie Reilly-Finch ([4:49])
2. The Complexity of Crafting Awareness Campaigns
- Language & storytelling: The nonprofit must balance urgency with hope, and be thoughtful not to categorize patients or assign blame.
"It's similar to this, toeing the line between urgency and progress. ... What stories are you not telling if that's all you're focused on?" – Natalie Reilly-Finch ([7:15])
- Segmenting for impact: LCRF segments their messaging and uses tailored stories that resonate with each donor group, considering lung cancer subtypes and personal connections ([10:37]).
- Learning from donor feedback: Donor calls or feedback during events are opportunities for growth and recalibration of storytelling strategies.
"A big donor that was sitting next to me turned to me and said, ‘This whole event is depressing.’ And it hit me, right? ... But what stories are you not telling if that's all you're focused on?" – Natalie Reilly-Finch ([7:15])
3. Relationship Building & Deep Listening
- Move beyond the pitch: Both Mallory and Natalie discuss the importance of listening more and talking less during donor conversations, tailoring the conversation based on the donor's interests ([11:48]).
"I've just realized that I need to listen more and shut up. ... Even if it's three minutes of some rapport and questions and finding out a little bit more about them, they'll say a couple keywords that then I can dive into that area of LCRF." – Natalie Reilly-Finch ([10:37-11:48])
- Uncovering deeper motivations: Donors' stated reasons for giving may mask deeper, values-driven motivations which can be revealed through thoughtful questions ([12:30]).
4. Navigating Donor Alignment & Collaboration
- When values diverge: Sometimes, a donor’s passions better align with a sister organization. Natalie embraces a “rising tide lifts all boats” mentality, encouraging philanthropy where it is most meaningful—even if it means donors support multiple organizations ([15:06]).
"Sometimes me opening that door, they'll go do their advocacy with them, but their dollars will still come to us because I made that connection. And it's not losing a donor, that person still being philanthropic. Rising tide lifts all boats type of mentality." – Natalie Reilly-Finch ([15:06])
- Guiding donors: When donors wish to restrict gifts to niche areas, Natalie redirects their enthusiasm into broader or more engaged participation—like joining a research advocates council ([16:48-18:18]).
5. Practical Advice for Fundraisers Working with Stigmatized Causes
- Meet donors where they are: Not all donors are ready to publicly share their lung cancer journey. Natalie adapts her approach to engage at the level they are comfortable with.
"How they feel about the stigma will change throughout their disease journey... I think all of those people are equally as important in your ecosystem of prospects." – Natalie Reilly-Finch ([20:16])
- Leverage unique skills: Even if high-profile supporters aren't public about their diagnosis, their other professional skills (e.g., event planning) can still powerfully benefit the cause ([21:20]).
- Stop forcing conformity: Rather than pushing donors into preferred forms of engagement, find meaningful ways for each person to participate based on their readiness and strengths.
Notable Quotes & Memorable Moments
- On not reinforcing stigma:
"Even if I did smoke, that doesn't mean I deserve lung cancer." – Natalie Reilly-Finch ([4:49])
- On event storytelling:
"A big donor... turned to me and said, ‘This whole event is depressing.’ ... What stories are you not telling if that's all you're focused on?" – Natalie Reilly-Finch ([7:15])
- On losing vs. re-aligning donors:
"It's not losing a donor. That person is still being philanthropic, rising tide lifts all boats type of mentality." – Natalie Reilly-Finch ([15:06])
- On meeting people where they are:
"How they feel about the stigma will change throughout their disease journey. ... Stop trying to make them do the things that you think would be more helpful than what they're already doing." – Natalie Reilly-Finch ([20:16-22:00])
- Host’s reflection on alignment:
"That's the difference: alignment as a strategy versus alignment as an intention. ... Are you really looking for alignment in your intention with the donor?" – Mallory Erickson ([15:57])
Important Timestamps & Segments
- 03:01: Stigma in lung cancer and underfunding compared to other cancers
- 04:49-06:07: Challenges in awareness messaging and the risk of ‘othering’
- 07:15: The balance between urgency, hope, and inclusive storytelling
- 10:37-11:48: Using donor segmentation and strategies for deeper discovery
- 13:30: Finding areas of alignment beyond surface motivations
- 15:06: When and how to refer donors to other organizations
- 16:48: Handling restricted gifts and redirecting donor enthusiasm
- 20:16: Advice for fundraisers entering stigmatized fields
- 22:24: Where to connect with Natalie and LCRF; final screening call-to-action
Resources & Calls to Action
- Learn more or connect:
- Action step:
If you or a loved one fit lung cancer screening guidelines, get screened. Only 15% of eligible people currently are ([22:24]).
Final Takeaway
This episode is a compelling masterclass for any fundraiser dealing with stigma, complex donor motivations, or creating nuanced storytelling strategies. The recurring theme: listen deeply, meet donors where they are, and remember that success is measured not just in dollars, but in the impact made by raising awareness and fostering genuine connections.